How Adidas is redefining sport during the pandemic

redefining sport

(photo was taken pre-pandemic!)

I first met Fabio Tambosi when he was a brand marketer for Nike — his stirring story is featured in my book Marketing Rebellion. Since then, we have become friends and collaborators.

In a recent conversation, Fabio, who is now the head of brand communications, planning, and activation for Adidas in Germany, was telling me about the cataclysmic changes the pandemic has had on his business and marketing strategy. The crisis is literally redefining sport.

His stories were too good to pass up, and while Brooke Sellas was away on vacation, I recorded a conversation with Fabio to bring some of these stories to you on The Marketing Companion podcast.

Fabio, who is also an adjunct professor and business school board member at Clemson University, helps us understand:

  • The new brand narrative and consumer journey during COVID.
  • What it’s like to have to cancel an advertising shoot with David Beckham because of the virus.
  • New consumer engagement strategies.
  • The incredible ways he is bringing true humanity to the Adidas story.
  • A projection of some of the more permanent changes happening with consumer behavior.
  • How COVID is redefining sport
  • Why the eCommerce surge didn’t take Adidas by surprise.
  • Why Fabio ordered his team to tear up the advertising scripts.
  • How Adidas created the world’s biggest social media hack

Good stuff, right? You will not want to miss this show! Just click here to listen!

Click on this link to listen to Episode 198

Other ways to enjoy our podcast

Please support our extraordinary sponsors. Our content is free because of their generosity.

Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his amazing newsletter Timeless and Timely.

Tim Washer is contributing creative direction to the show and he’s has worked for Conan O’Brien, John Oliver, among others. He helps corporations build more creative cultures.

B Squared Media is the premier provider of online customer care solutions and done-for-you social media marketing. Think conversation, not campaign with B Squared. Marketing Companion fans can take advantage of a truly extraordinary offer — $10,000 off your customer care contract or $1,000 toward your first online advertising campaign.

It’s hard to ignore — millions of business professionals are active on LinkedIn. They have twice the buying power of a normal web user. If you’re in business, you need to be exploring advertising on LinkedIn. Brooke and I have both had tremendous success with this marketing platform and to help you get started, LinkedIn is offering Marketing Companion listeners $100 in free ad credit. That can go a LONG WAY! Take advantage of this opportunity today by visiting

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