Leveraging interest around the pre Draft NFL Scouting Combine, Adidas is offering any college athlete who beats running back Chris Johnson’s 40-yard dash record their very own island.
If, that is, they do it wearing a pair of Adidas adizero 5-Star 40 cleats.
Elite US college football stars showcase their skills and athleticism in front of NFL coaches and scouts at the week-long Combine (28 February to 6 March): a showcase event where university players have their physical attributes, psychological abilities and character evaluated by NFL coaches.
Anyone fast enough to top the 4.24-second record, set by Johnson back in 2008, will be rewarded by a $1m island paradise by the German based sportswear behemoth.
Provided they sign on as an Adidas ambassador before the 2017/18 NFL season kicks-off.
The stunt is being promoted across Adidas’ digital platforms and social channels.
Paradise awaits.
Break the 40-yard dash record, win your own island.#teamadidas https://t.co/4y4JdHNTY3 pic.twitter.com/jEETRVA2bN
— adidas Football US (@adidasFballUS) February 27, 2017
Johnson, who after breaking the record was drafted by the Tennessee Titans, is currently an Arizona Cardinals player and also an Adidas sponsored athlete.
The initiative – which is part PR stunt, part elite endorser recruitment and part product promotion – also sees Adidas reserve the right under the contract offer to insist on a $1m payment instead of an island.
It also leverages the NFL’s recent move to make this year’s Scouting Combine (http://www.nfl.com/combine ) viewable in real-time online (http://www.nfl.com/combine/live) and on the NFL TV network.
Plus it dovetails with the launch of the brand’s new Adidas Football #3Stripe range.
That #3StripeLife looks good on you, @JabrillPeppers.
The squad just leveled up #teamadidas pic.twitter.com/Xzl6qOrVoY
— adidas Football US (@adidasFballUS) March 6, 2017
Activative Comment:
We know what you are thinking….what if more than one guys breaks the record?
Well, the small print says that rather than buying two separate islands, Adidas will split a $1m pot between them.
Offering an island as a prize is a PR professionals’ dream and will thus generate plenty of media attention and online buzz
Brand-backed record breaking also offers-up a brand-owned property to activate around, as well as snagging a sports star of the future for the sportswear giant’s ambassador stable.
This is a clever initiative offering multiple benefits for the brand.
Links:
Adidas
http://www.adidas.com/us/football
https://www.instagram.com/adidasfballus/
https://twitter.com/adidasFballUS
https://www.facebook.com/adidasfootballus
https://www.youtube.com/user/adidasFootballUS
NFL
