24 July 2014 Despite being only permitting 15-seconds long clips, Adidas and partner Champs Sport have launched four different online shows via Instagram. Though the length is short, #adicoloTV shows are said to mimick the TV-watching experience.
Running for six weeks and featuring well-known athletes and hip hop star Lil Jon, the shows can viewed on Champs Sport Instagram page. Each show has a unique spin, in Elements of GAME Lil Job plays a high school science teacher; The Stans is a sitcom about the Adidas’ class sneaker, Stan Smith; OVG is a mock home-shopping channel experience, and Lace Up features athletes discussing their personal style.
Discussing the project Scott Burton, Champs Sport’s director of marketing, said “To compete in a world with so much content and information, we feel these digestible nuggets offer our consumer short, yet memorable brand interactions on their terms.”