Adidas is ‘all in’ for Movember as 2014 sees the German sportswear giant join the movement as an official partner with The Movember Foundation and raise awareness and funds for the men’s’ health charity through a limited edition collection, promotions across its own media channels, an adidas fundraising team and a set of initiatives in tandem with some of its star NFL athlete endorsers.
To launch its Movember campaign, the apparel company’s North American headquarters held a kickoff event on its Portland campus where it unveiled three new special edition Movember graphic tee- shirts: each costs $25 and $2.50 from each sale giving back to the foundation.
The Adidas Movember collection is printed on the classic, 100% cotton Go-To Tee and it includes localised editions for NYC, Brooklyn, LA, Chicago, DC and Portland (to target specific geographic markets and to bring communities closer together around the initiative).
The collection is available from the dedicated adidas Movember campaign digital microsite at http://www.adidas.com/us/movember
Another Movember adidas product is its new ‘Boost Baseball Cleat’ – after all, what is more American than baseball and moustaches?
The adidas baseball design team , led by Chris Hill, celebrates Movember with a striking, moustache-laden baseball shoe in electric blue and black – which even includes a moustache lacelock.
Adidas, which has participated in Movember since 2011, is also organising and supporting its own fund-raising team is called the adidas Stubblestars.
This strand sees adidas athletes and fans able to directly raise funds by joining the brand’s team.
The German sports equipment brand is primarily communicating its Movember partnership, products and promotions through social channels – using both its own brand channels and those of some of its athlete ambassadors.
For example, adidas baseball’s Facebook page is promoting the new Movember Cleat,
while adidas soccer’s Twitter account is pushing the new tee-shirt range,
@reefa_k Check out the complete #Movember collection here: http://t.co/LQHm93porU
— adidas Soccer (@adidassoccer) November 3, 2014
The brand is also working with NFL endorsers to promote adidas’ involvement and merchandise who are promoting the cause through their own personal social media channels.
The athletes involved in the campaign include quarterback Robert Griffin III (Washington Redskins), wide receiver Vincent Jackson (Tampa Bay Buccaneers), linebacker Von Miller (Denver Broncos) and wide receiver Sammy Watkins (Buffalo Bills).
Adidas’ objective behind the official partnership is to get people talking, fundraising and educating their families about the importance of early detection and regular checkups.
Comment
This kind of cross-pollination between a sponsor’s sports portfolio and cause campaign are becoming increasingly common and increasingly effective.
Consumers now expect brands to actively participate in corporate citizenship.
Movember is a flagship case study for how not-for-profits can focus on brand building and partner alliances to drive participation.
After several years of organic Movember participation by Adidas employees, the official partnership campaign certainly boosts the brand’s effectiveness in terms of raising awareness and funds.
adidas brought in members of The Movember Foundation to further educate the brand’s employees about the cause.
‘By taking this support to the next level as an Official Partner of The Movember Foundation, adidas sees huge potential to reach a broader audience through the world of sports,’ explains Brian Genuser, Category Manager for Training at adidas America.
‘We also see our partnership as an opportunity to reach a younger demographic, which is crucial to the future of men’s health.’
‘Movember does a great job making it fun while making a difference. Growing a moustache is a great conversation-starter and a unique way to show your dedication, but it’s much bigger than the moustache itself.’
The global Movember organisation generates funds and raises awareness of prostate cancer, testicular cancer and mental health issues by challenging men to grow moustaches during November.
It was original created 11 years ago by a group of 30 men in Melbourne, Australia and arrived in the USA in 2007.
To date, the Movember Foundation has raised $559m through growing four million moustaches worldwide.
Throughout the month formerly known as November, all of Movember’s corporate partners are raising funds and generating awareness for critical men’s health causes.
Among our favourite 2014 Movember creative initiatives is the ‘Screenshaver’
from developers Bas van de Poel, Daan van Dam and animator Wong Ping
The Screen Shaver from Wonder Years on Vimeo.
In the US, Movember’s other partners include Barbasol, Discovery, Harry’s, Amazon Student, CollegeHumor, Jameson, TOMS, 7 For All Mankind, Maurice Lacroix, Mr Moustache, The Giving Keys, Uppercut, and Wheaties.
Barbasol:
Barbasol is inspiring participation by promoting the cause in their advertising campaign and giving away three once in a lifetime ‘Mo-ments’. These ‘Mo-ments’ include a Robert Trent Jones Golf Trail Getaway, a Westwood One Pro Football VIP Getaway and a DIG Studios handcrafted Movember/Barbasol guitar that will be autographed by big name artists. To enter sign up: http://moteam.co/Barbasol!
Discovery:
In 2014 Discovery became a Movember Major Partner and is adding even more Mo Bros and Mo Sistas to the mix as it has in previous years with various on-air talent participating and growing their moustaches in support of the Movember movement. Discovery is creating three Movember PSAs to reach millions of Discovery viewers and fans across numerous platforms, including on-air, social media and online at Discovery.com, with key information about health issues affecting men. Internally, Discovery hosts Movember health summits in Discovery offices around the globe to further engage Discovery employees in the Movember movement. Discovery is also running a Movember contest and send one lucky winner and a guest on an all-expense paid cruise to Alaska to explore the last frontier. www.Discovery.com.
Harry’s
Harry’s is the official razor partner for the Movember campaign in the US and Canada and has created a limited edition razor to celebrate. Harry’s and Movember will reward participants who have signed up on Movember.com and have raised $25 in donations by 25 October with a custom razor (while supplies last). The custom razor, packaged in a starter shave set, will also be available on Harrys.com for $20 with the proceeds donated back to the Movember Foundation. It is also activating at barber shops on Shave the Date (1 Movember) with complimentary shaves and is providing tips on how to maintain the moustache and offer encouragement to growers and supporters through social media. It is also activating via H’university, an online program where students learn real world skills from inspiring entrepreneurs, and apply their learnings to offline challenges.
Amazon Student
Amazon’s official partnership began in 2013 and this year it is providing a campus-ready prize pack for the college student Mo Bro or Mo Sista who wins Big Mo on Campus (BMOC). The prizes include $5,000 in Amazon.com gift cards, Kindle Paperwhite, Roku Media Player, Samsung Digital Camera, and much more. Amazon Student also gives all college students free, two-day shipping for six months when they sign up at amazon.com/joinstudent.
CollegeHumor
Wntertainment brand CollegeHumor is Movember’s exclusive digital content partner and has created three new original comedy videos inspired by the campaign. Featuring surprise celebrity guests, the videos will be released throughout the month of October on CollegeHumor.com and CollegeHumor’s YouTube Channel.
In addition to video content, CollegeHumor supports Movember through a series of original editorial and social media posts to engage visitors and inspire participation in the fundraising effort. All related content will live on a dedicated Movember hub on CollegeHumor.com, and the brand is leveraging its network of websites, YouTube channels and social media platforms throughout the campaign to spread the Movember message and drive activations around the men’s health organization.
Jameson
Jameson Black Barrel has donated $25,000 to Movember and will match up to $25,000 more for the first $25,000 donated through the Jameson Black Barrel Network at monetwork.co/BlackBarrel through the month of Movember.
TOMS
TOMS rolls out a full collection of limited edition footwear styles for Mo Bros and Mo Sistas at TOMS.com and at select retailers across the globe.
7 For All Mankind
Denim brand 7 For All Mankindis introduces two limited edition jeans and is donating $20 for every pair of jeans purchased to help Movember change the face of men’s health.
Maurice Lacroix
The Swiss watch brand has introduced 14 special, limited edition Pontos S Diver watches that have the Movember moustache printed on the dial at www.mauricelacroix.com and will donate all benefits of each Movember model purchased. In addition, Mo Bros can enter to win watches by joining the MO’rice Lacroix Movember team in their country and raising funds.
Mr Men / Little Miss
In partnership with Penguin Young Readers and Junk Food, Sanrio’s Mr Men and Little Miss will introduce a new Mo Bro, Mr. Moustache! Penguin Young Readers will release an illustrated paperback, to tell the story of how one gentleman loses his moustache. Could losing his moustache have made Mr. Moustache less of a gentleman? Good thing they grow back in Movember! The paperback will be available at booksellers nationwide.
The Giving Keys
The Giving Keys introduces a limited edition key chain and classic pendant, engraved with the word CHANGE, designed to inspire and help change the face of men’s health, Mo Bro’s and Mo Sista’s are asked to show their support by using and embracing the key and it’s message until they meet someone who needs the message more than they do. Once the key (or chain!) has been paid forward, share the story with us online and do that little bit extra to raise awareness by spreading the Movember message around the world. The Giving Keys employs those transitioning out of homelessness to make jewellery out of repurposed keys and these keys of CHANGE are available from www.thegivingkeys.com and Movember.com.
Uppercut Deluxe
Uppercut Deluxe is donating 10% of the final sale price of all Mo Wax sold during the months of October and November.
Wheaties
The brand is teaming up with gold medal winner athlete Sage Kotsenburg to bring to life the inspiring stories of Movember participants. Sage and Wheaties host a network in which people can post their personal stories relating to men’s health. As a thank you to those who share their stories, Sage and Wheaties will make several donations to personal fundraising campaigns throughout the month.
Links
Adidas Movember Website
http://www.adidas.com/us/movember
Adidas Stubblestars
http://us.movember.com/team/1526749
Movember Website
Movember Online Store
http://us.movember.com/merchandise/
Movember Facebook
https://www.facebook.com/MovemberUSA
Movember Twitter
Movember Instagram
Movember YouTube
