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Since 2007, Continental has been supplying sports goods manufacturer adidas with “Traction Compound” soles for various segments of the footwear market. The initial adidas project which focused on better grip has grown into a technology cooperation that has already resulted in more than 80 different shoes being brought to market, helping professional marathon runners to break numerous records. Ever since adidas and Continental began their technology-based cooperation they have progressively expanded its coverage.
Thereby, the many parallels between tires and shoes are not hard to find: Tires are to cars what shoes are to runners – they form the only link with the ground and must ultimately be able to transmit all of the forces involved. While adidas benefits from the technical improvement of its products, for Continental the increased visibility in the premium shoe segment presents a fine opportunity to convince people with less interest in cars of the quality and performance of our own products. Unlike drivers, who often pay little attention to the performance characteristics and condition of their tires, running enthusiasts show far more interest in using premium shoes, which makes them more accessible to messages about the benefits of the latest product innovations and how these can translate into better performance.
In the meantime, for both companies the relationship has developed into a textbook example of cross-industry collaboration, a fact reflected not least in the way that all adidas shoes with Continental Traction Compounds are clearly marked with the tire manufacturer’s logo at the point of sale as well.
For me this is not only a great example showing our technological competencies but also a great opportunity to open up to new perspectives in communication. We used this collaboration in all kinds of media – from press releases to social media activities and marketing campaigns – and launched a big campaign during the 85th Geneva International Motor Show called “GetYourGrip”, whereby we also put a lot of effort into the production of a microsite, related video material and much more!
Finally, I can only suggest you to take a look at www.GetYourGrip.com. I am sure: You won’t be disappointed! 😉