Marketing Plan

Adidas/Disney Zootopia 2

By: Denise Kania

Part A – Developing KPIs

Adidas is a global sportswear and lifestyle apparel leader, headquartered in

Herzogenaurach, Germany. Founded in 1949, Adidas has grown to become the second-

largest sportswear manufacturer in the world, with operations in over 160 countries. Its

portfolio spans performance footwear, lifestyle sneakers, athletic apparel, and

accessories. The brand emphasizes innovation, creativity, sustainability, and inclusivity,

seeking to inspire people through sport and culture.

As of 2023, Adidas has reported a revenue of over 21 billion euros, of which lifestyle

sneaker and apparel are increasingly becoming a larger share of the business.

Partnerships with pop culture stars, entertainment properties, and designers like Marvel,

Star Wars, and Ivy Park have increased Adidas's cultural presence.

Argentina Adidas owns deep cultural credibility in Argentina by sponsoring the

Argentine National Football Team. However, it is also highly competitive: Nike has

actively sought to capture the performance and lifestyle markets, whereas Puma has

focused on price and the street culture inclination. Because of the economic instability,

Argentine customers are brand loyal and cost sensitive, and high prices are difficult;

exclusivity, limited-edition brand drops based on cultural events, can be an opportunity.

Marketing Needs & Pain Points

In Argentina, Adidas is a leading brand in the sportswear market, primarily attributed to

its long association with the national soccer team. However, recent consumer trends show

a rising demand for trendy multifunctional shoe sneakers, particularly among Gen Z and

Millennials. To continue providing a competitive advantage, Adidas needs to penetrate

this lifestyle category by creating affordable, comfortable, and culturally relevant

products. As the Argentine economy can be volatile, the availability of quality but

affordable sneakers allows individuals to express themselves and fulfill practical

demands. The brand's core idea must be exclusivity, sustainability, and digitalization.

Entertainment franchises, which Capsule collections can create, e.g., a Zootopia 2

collaboration, can develop excitement and cultural interest. Besides, Adidas should

enhance its digital presence by using augmented reality filters, gamified applications, and

influencer collaborations to appeal to tech-savvy customers. Limited-edition drops are

creating urgency and increasing loyalty, making Adidas a youth-oriented, fashionable

brand that aligns with social and environmental values.

As Nike is the performance and lifestyle leader, Latin American sportswear is very

competitive. Puma is catching up by establishing itself as a low-cost brand with a good

street culture image. Differentiation is a challenge that Adidas has to cope with in this

environment. Both inflation and economic instability in Argentina are other challenges

that prevent Adidas from maintaining high prices, since consumers are increasingly

focusing on cost. To keep up with competition, Adidas needs to balance affordability and

its quality image by launching limited edition collections based on cultural partnerships

and accessible product lines. The sneaker market is flooded with new products and

services from Nike, Puma, and New Balance. Hence, Adidas has to be unique in its

designs, environmental initiatives, and socially relevant collaborations. Nevertheless,

partnerships should be genuine to appeal to younger customers seeking meaningful brand

relationships. Adidas will be able to enhance its relevance and protect its brand image

because by cultivating authentic alliances and aligning them with consumer values,

Adidas will become more powerful.

Partnership Context: Adidas x Disney’s Zootopia 2

The Walt Disney Company will release Zootopia 2, the sequel to the Academy Award-

winning animated film. The first film grossed over $1 billion globally and performed

strongly in Latin America. The sequel’s themes of diversity, inclusivity, teamwork, and

urban culture align closely with Adidas’s values.

Why Zootopia 2 and Adidas are a Strategic Fit

Publicity of Zootopia 2 offers Adidas a special chance to reach Gen Z, Millennials, and

family-oriented customers. Diversity, inclusion, and equality are the essential themes of

the film, appealing enormously to younger generations, as they are becoming more

sensitive to representation, sustainability, and individuality. By identifying with these

values, Adidas can increase the loyalty of socially conscious buyers and attract families,

an essential market segment in Argentina. This positioning will help give Adidas its

message to the core audience in an emotionally appealing and culturally relevant manner.

The multicultural characters of Zootopia 2 give Adidas an additional opportunity to

create sneakers and apparel products with reference to the film's aesthetics, colors, and

textures, incorporating sustainability into its products. These designs have the social

responsibility aspect mixed with the pop culture appeal and make up a capsule line that is

meaningful and desirable. In this partnership, Adidas benefits by using storytelling when

it shares strengths with Disney, increasing cultural relevance, and improving consumer

relationships.

Case Study Precedents

Adidas’s partnerships with Marvel and Star Wars highlight how entertainment tie-ins can

fuel demand and enhance brand relevance. The Adidas x Marvel collection, inspired by

superhero characters and symbols, immediately created hype among fans. The sneakers

became fashionable items and collectibles, driving resale demand and showcasing how

exclusivity and limited drops create urgency and strong sales. Similarly, the Adidas x

Star Wars collaboration tapped into a multigenerational fan base with character and

scene-inspired designs. The line combined functionality with cultural mythology,

reinforcing Adidas as a brand deeply connected to pop culture. These collaborations

demonstrate that authentic alliances with entertainment franchises can boost cultural

presence and sales, provided they are genuine and exclusive. Consumers quickly

recognize forced partnerships, so authenticity remains essential. By applying these

lessons, Adidas can approach its Zootopia 2 partnership with creativity, cultural

alignment, and limited-edition products that foster urgency, emotional engagement, and

long-term brand loyalty.

Higher-Level Conceptual Goals

Goal 1: Build Cultural Relevance and Brand Engagement

The main aim of this objective is to increase the cultural affiliation of Adidas among the

Argentine youths using the Zootopia 2 release. Using the universal concepts of the movie

inclusiveness, diversity, and the city culture, Adidas will be able to enhance its emotional

connection with Gen Zs and Millennials. This objective aims to increase brand

participation by using made campaigns, influencer programs, and digital-first programs

that would connect with the local audience and make Adidas a brand that is relevant and

worthy in the lives of Argentine youths.

SMART Objectives and KPIs

Objective 1: Achieve a 30% increase in social media engagement over 8 weeks.

• KPI 1

o Instagram/TikTok engagement rate (+30%): Measures the increase in

engagement on key platforms, tracking likes, comments, and shares to

gauge consumer interaction.

• KPI 2

o Hashtag usage (#AdidasZootopia) – 100,000 posts: Tracks the use of a

branded hashtag, indicating the spread of the campaign and organic user-

generated content participation.

• KPI 3

o Activation of 5+ Argentine influencers: Ensures influencer partnerships

with at least five local influencers to amplify brand presence and

authenticity within the target demographic.

• KPI 4

o Sentiment analysis shows 70% positive mentions: Monitors public

sentiment about the campaign, ensuring a high percentage of positive

consumer feedback and brand perception.

Objective 2: Generate 1 million AR filter interactions.

• KPI 1

o AR filter plays (1M): Tracks the number of times the AR filter is used,

indicating how many consumers interact with the campaign’s digital

experience.

• KPI 2

o Avg. session time (2+ minutes): Measures the average duration of user

interactions with the AR filter, showing engagement and interest in the

experience.

• KPI 3

o QR scans from theaters/stores (250,000): Monitors the number of QR

code scans, tracking consumer participation through physical touchpoints

in theaters and retail stores.

• KPI 4

o Click-through rate to Adidas.com/AR (15%): Measures the percentage

of users who engage with the AR filter and are directed to the brand’s

website, demonstrating conversion potential.

Visual Representation of Goal 1

Goal 1: Immersive Timeline

Goal 2: Drive Product Sales Through Capsule Collection

This objective aims to make direct sales with the release of a special edition

Adidas x Zootopia 2 capsule. Adidas will focus on urgency and excitement to generate a

sense of urgency and demand for the collection by merging fandom with exclusivity. The

idea is to exploit the emotional interest of the fans of Zootopia 2 and to present them with

differentiated, exceptionally sought-after products that meet their interest in the movie.

The capsule collection shall be packaged as a limited-time exclusive offer, increasing its

online and retail sales and giving Adidas a greater presence in the lifestyle sneaker and

apparel sector.

SMART Objectives and KPIs

Objective 3: Sell 50,000 capsule units in Argentina.

• KPI 1

o Online sales (20,000): Tracks the number of capsule collection units sold

online, providing insights into e-commerce performance and consumer

interest.

• KPI 2

o Retail sales (30,000): Measures in-store sales of the capsule collection,

reflecting the effectiveness of physical retail channels and local presence.

• KPI 3

o Sell-through rate (80% in 4 weeks): Indicates the percentage of stock

sold within the first month, showing how quickly the product resonates

with consumers.

• KPI 4

o Average order value (+10%): Tracks the average purchase amount,

aiming for a 10% increase compared to previous launches, indicating

higher consumer spending.

Objective 4: Increase lifestyle sneaker market share by 5% in 12 months.

• KPI 1

o Quarterly growth vs Nike/Puma (+5%): Measures Adidas’s market

share growth relative to competitors like Nike and Puma, aiming for a 5%

increase each quarter.

• KPI 2

o Repeat purchases (+15%): Tracks the growth in repeat customers,

indicating brand loyalty and customer satisfaction with the capsule

collection.

• KPI 3

o Brand recall (70% aided recall): Measures brand recall among the target

audience, aiming for 70% recognition when prompted, reinforcing

Adidas’s presence in the market.

• KPI 4

o NPS improvement (+10): Tracks the Net Promoter Score to evaluate

overall customer satisfaction and loyalty, aiming for a 10-point increase

throughout the campaign.

Visual Representation of Goal 2

Goal 2: Immersive Timeline

Goal 3: Reinforce Sustainability and Inclusivity Narrative

This objective aims to make Adidas' product offering consistent with its

sustainability and inclusivity philosophy worldwide. Adidas could support its values as a

brand by using sustainable materials to produce the Adidas x Zootopia 2 collection and

by making sure that the campaign materials are diverse in representation. The objective

will be to emphasize how Adidas is committed to sustainability in its operations and

social responsibility in its activities, both in the product line and marketing messages.

This enhances the brand name Adidas, which is a brand that believes in innovation,

inclusiveness, and sustainability in all its business practices.

SMART Objectives and KPIs

Objective 5: Ensure 40% of capsules use sustainable materials.

• KPI 1

- 40% of SKUs certified sustainable: Measures the percentage of capsule

products that meet sustainability standards, ensuring Adidas’s

commitment to eco-friendly practices.

• KPI 2

- 80% of campaign ads highlight sustainability: Tracks the inclusion of

sustainability messaging in campaign materials, ensuring that 80% of

content communicates eco-friendly initiatives.

• KPI 3

- 20+ earned media mentions on sustainability: Monitors the number of

earned media mentions focusing on sustainability, boosting Adidas’s

credibility as an environmentally-conscious brand.

Objective 6: Showcase inclusivity in 100% of campaigns.

• KPI 1

o ≥50% diverse representation in ads: Ensures that at least 50% of

campaign visuals include diverse individuals, reinforcing Adidas’s

commitment to inclusivity in its marketing.

• KPI 2

o Consumer survey: 70% agreement Adidas is inclusive: Measures

consumer perception of Adidas’s inclusivity through surveys, aiming for

70% agreement among respondents.

• KPI 3

o Positive inclusivity sentiment ≥65%: Tracks social media sentiment

around inclusivity, aiming for a positive sentiment of 65% or higher,

ensuring the campaign resonates with diverse audiences.

Visual Representation of Goal 3

Goal 3: Immersive Timeline

Tactical Plan

Channels:

• Cinema ads with QR codes leading to AR filters.

• TikTok dance challenges tied to Zootopia characters.

• Influencer collaborations with Argentine creators.

• In-store AR-enabled displays.

• Adidas app gamification with rewards.

Consumer Funnel:

• Awareness: Cinema trailers, influencer seeding.

• Interest: AR experiences, Adidas app.

• Desire: Capsule collection teasers.

• Action: Purchases online and in-store.

• Loyalty: App rewards and exclusive follow-up drops.

Budget Allocation:

• Media (cinema/social/influencers): 40%

• AR technology/app: 20%

• Retail activations: 25%

• PR & sustainability storytelling: 15%

AIDA Funnel

Timeline (12 Weeks + 12 Months Follow-Up)

Weeks 1–2: Pre-launch teasers, influencer seeding, AR beta.

Weeks 3–5: Movie premiere, capsule release, cinema QR.

Weeks 6–8: Social activations, UGC contests.

Weeks 9–12: Evaluate sales, repeat purchase incentives.

Months 3–6: Loyalty rewards and sustainability campaigns.

Months 6–12: Market share analysis, ROI tracking.

Part B – Testing KPI Integrity

Risks

The Adidas x Zootopia 2 campaign has great opportunities, but at the same time,

it is associated with threats that may jeopardize its success. The danger of AR

interactions being bot-filled is one of them because this would artificially inflate

engagement metrics without actual consumer involvement. The other problem is that the

sale of capsules may artificially be increased using discounts, resulting in short-run sales

peaks that do not indicate the real demand in the market. Moreover, fake followers might

influence the campaign because they might falsify an influencer's engagement, making it

lose its authenticity and credibility with the target audience. Finally, there are the risks of

exaggerating claims regarding sustainability (greenwashing) when the products are sold

as environmentally friendly. Still, these products do not conform to the appropriate

standards and certifications, harming the credibility of Adidas and losing eco-friendly

consumers.

Prevention

To reduce these risks, a thorough prevention plan is necessary. First, influencer

data should be verified by a third party to guarantee the level of authenticity of their reach

and engagement and shield the campaign against inflated metrics. The metrics should be

focused on conversion more than on vanity ones, i.e., on actual purchases and

interactions rather than on likes or shares, to evaluate the true success of the campaign.

AR will be uniquely validated to prevent manipulation of the plays of AR filters by

ensuring that every interaction reflects a real-world, engaged consumer. Lastly, Adidas

needs to invest in proven eco-claim certifications so that any sustainability

communication can be backed by third parties who are reputable authorities. It will

defend the brand against the accusation of greenwashing and strengthen its commitment

to openness and pro-environmental conduct. These steps will ensure that the Adidas

campaign is successful and intact.

Part C – Reflection Questions

1. Influence on Marketing Planning

Goal-based KPIs are essential to a successful marketing strategy because they

guarantee that all actions are also based on business objectives, such as revenue increase,

brand equity, and sustainability. With KPIs linked to specific objectives, marketers can

gauge the effectiveness of their actions, and thus, they can change strategies on the fly to

reach intended results. As an illustration, marketers can measure how far they have to go

in fulfilling their objectives by setting KPIs based on sales expansion, social media

activity, or market share. Such a way of thinking will foster the culture of result

orientation, whereby all projects are steered towards achieving the bigger picture of the

company. In addition, KPIs may serve as a benchmark to measure campuses'

performance and allow companies to streamline their strategies and invest in the activities

that positively influence the business results. This model would apply in the Adidas x

Zootopia 2 campaign in the sense that the campaign will influence the sales and brand

equity in the large market which would spur the growth of Adidas.

2. Balancing Measurement vs Flexibility

Marketing campaign must be a fine balance of flexibility and measurement.

Although it is necessary to quantify the high-priority KPIs to estimate the efficacy of a

campaign undertaken, the flexibility of the latter enables the marketing teams to adjust to

any unanticipated objections and leverage new opportunities. The high-priority KPIs will

be the sales growth, engagement rate, and brand recall, since they will give marketers

absolute indications of success and helpful information on consumer behavior. Such data

ensures that the campaign is completed in time and that funds are utilized efficiently.

Nevertheless, it is also necessary to remain flexible in the strategies employed to achieve

these KPIs. The digital marketing landscape is changing, specifically, every single day,

and the effectiveness of some strategy is affected by the trends, consumer preferences,

and outside factors. Allowing teams to test new channels, messages, and innovative

methods will make the campaign agile and responsive. With the frequent evaluation of

the performance metrics and the flexibility to change strategies when required, marketing

teams could stick to their goals and objectives, besides being ahead of the changing

consumer expectations.

3. Personal/Professional Goals

Academic

The principle of KPIs may be successfully implemented with the academic objectives,

including completing the MSM (Master of Science in Management) program. The

quantifiable KPIs, such as the GPA and the percentage of completed assignments, help

students monitor their academic results to ensure they meet the program expectations.

High GPA may be a physical measure of academic performance, whereas finishing

assignments may help keep students up-to-date with the coursework. These KPIs guide

academic success, as students can know what they need to adjust and keep in mind their

long-term objectives. The periodic evaluation of these measures can be a helpful source

of feedback that can inform a study strategy, time, and general approach to the study.

Professional

KPIs are essential in a professional environment to monitor progress and ensure it

aligns with organizational goals. To illustrate, KPIs such as timely reimbursement,

compliance submissions, and event ROI can be regarded as measures of project and

initiative effectiveness in grants management or marketing. The timeliness of

reimbursements guarantees that the financial operations operate within a smooth

framework, and compliance submissions are used to monitor adherence to regulatory

provisions and deadlines. The event payoff, or marketing or fundraising event, is

calculated using event ROI by assessing whether the goals were realized. With this

prioritization, the professionals will understand whether their efforts align with the

general business priorities, which involve achieving efficiency in their business

operations, compliance, and future returns on the capital they invested. Following these

measures also makes it possible to constantly improve the strategies of professional

development.

SWOT Analysis

Strengths Weaknesses

1. Strong global brand recognition 1. High pricing

2. Successful cultural collaborations 2. Competitive market

3. Focus on sustainability 3. Risk of inauthenticity

4. Strong partnership with Disney 4. Limited availability

Opportunities Threats

1. Zootopia 2 tie-in. 1. Nike's dominance

2. AR engagement. 2. Economic volatility in Argentina

3. Youth market focus (Gen Z and 3. Brand perception risks

Millennials

4. Expanding Adidas’s lifestyle segment 4. Competition from local players