adidas GamePlan A
Writing for the Team
A corporate blog for employees - That sounds good at first and yet this concept has so often failed. Sometimes it is because initially the interest and commitment of colleagues is overestimated and also because they are not properly involved. It is a different story at adidas, where sporting ambition and team spirit are part of the philosophy.
To make it known that adidas is an attractive employer, it spreads its philosophy in an online magazine: How do you integrate more sport and particularly more sporting spirit into work life? The answer is given by employees of the adidas Group. They report on their personal experiences and address topics such as “feminine ideals” and “mental strength”, or they give tips on how to eat healthily when on business trips. The high number of clicks and shares shows that the content is relevant for both employees and potential job candidates.
“We are creators, tackling work life with an athlete’s heart.”
Frank Thomas, Director Content Strategy & Content Marketing (Corporate Communications), adidas Group
A new community has been created for people who want to live their lives according to sporting principles – in all areas and preferably together. GamePlan A is their main port of call, source of inspiration and daily dose of motivation.
GamePlan A is not only online but also available as a printed magazine. It has been distributed to companies and at live events and it was quickly out of stock. The next issue is on its way.
GamePlan A is not only online but also available as a printed magazine. It has been distributed to companies and at live events and it was quickly out of stock. The next issue is on its way.
GamePlan A is all about inspiring each other and exchanging experiences. The website has been conceived like a lifestyle magazine. Features such as endless scrolling make it easier to read and the text-share or quote-share functions make sharing easy. Users are encouraged to suggest their own topics, to comment and in the best case scenario, to apply for a job at the adidas Group, and this happens frequently. So Gameplan A proves that a corporate blog can indeed work if you have employees like those who work at adidas.
