Sneaker Drop

Raptors

Maple Leafs

Awareness

Engagement

Cultural Relevance

In-Venue Activation

Custom Content

Sneaker Drop rewarded fans at Leafs and Raptors games inside Scotiabank Arena throughout the season. Fan reaction and participation in Sneaker Drops in year one had been overwhelmingly positive. In year two, off the back of a renewed (7 year) agreement with Adidas, we continued to reward fans with more prizes and more chances to win. In year two we increased the number of parachute drops happening at home games and the total number of prizes, including sneakers for a year from Adidas. At the beginning of the year, we released a season hype video to build awareness and anticipation for the Sneaker Drop games, as well as gameday teaser assets throughout the course of the season to remind fans attending that night’s game. Year over year, Sneaker Drops continued to be an ownable in-game moment for Adidas and our Leafs and Raptors partnership, and something fans looked forward to engaging with.

THE PROBLEM

Adidas launched a new customer loyalty program called ADICLUB but not enough fans knew about the perks and rewards that came with being a member.

THE ASK

Create a partnership program to drive interest in ADICLUB memberships and show fans how they can win exclusive rewards + experiences.

CREATIVE INSIGHT

What if we matched the excitement of dropping a new sneaker with the energy of being at a Leafs/Raptors game?

THE IDEA

Adidas Sneaker Drop: We created an immersive in-game experience where Adidas Sneakers droped from the rooftop in Scotiabank Arena via Mini Parachutes. Fans who were not lucky enough to grab a parachute could scan a QR code on the jumbotron for their chance to win free sneakers for a year.