In the Zone

Media.Monks

Medal Won

  • 🥇 GOLD – Retail and eCommerce

Campaign Overview

Adidas faced a challenge: position itself as the leading sports and fitness brand on Mercado Libre, the #1 e-commerce platform in Latin America, while competing against Nike, which had a 25-point lead. The campaign, In The Zone, transformed Adidas’s digital storefront into a dynamic, athlete-inspired experience designed to drive visibility, engagement, and sales.

The strategy brought the mental and physical state of “being in the zone” to life in a unique e-commerce setting, connecting with athletes and sports enthusiasts while offering exclusive benefits and activities.


Creative Concept

The campaign created a two-mode digital store within Mercado Libre:

  • Classic Mode: Showcased Adidas products in a traditional shopping experience.
  • In The Zone Mode: Activated during major sports events and featured interactive elements like:
    • Running: Users participated in a virtual 42km marathon to unlock benefits.
    • Soccer: Discounts tied to Adidas-branded team results (e.g., 3-2 score = 32% discount).
    • Training: Free classes from influencers, with added discounts and rewards.

This gamified approach redefined e-commerce engagement by blending sports culture with online shopping.


Execution Strategy

  1. Event-Driven Activations: Leveraged major sporting events to create time-sensitive, interactive offers.
  2. Full-Funnel Experience: Engaged users at every stage of the buying journey, from awareness to conversion.
  3. Localized Campaigns: Tailored activations for markets in Mexico, Brazil, and Chile, addressing regional preferences.

Impact and Results

The campaign delivered impressive results:

Mexico:

  • #1 brand visibility on Mercado Libre.
  • Most sought-after and best-selling product: Adidas Ultraboost 1.0 Women’s Tennis Shoes.
  • 204.3M impressions and a 76% growth in ROAS year-over-year.
  • 6.7x sales growth vs. the previous year.

Brazil:

  • 12x ROAS, 82% above the category benchmark.
  • Sales growth: +74.24% GMV in display campaigns.
  • Over 4M visits, reflecting a 69.35% increase compared to HotSale 2023.

Chile:

  • +24% Ad recall and +23.9% purchase intent, both above national norms.
  • +4 percentage points in brand favorability.

Why It Worked

In The Zone reimagined e-commerce as an immersive sports experience, aligning with Adidas’s brand values and leveraging the athlete mindset to engage audiences. By combining creativity, gamification, and localized strategies, the campaign drove impressive results, solidifying Adidas’s leadership on Mercado Libre.

In the Zone

Client

Adidas + Mercado Libre

Agency Name

Media.Monks

Categories

Retail and eCommerce