Submitted by Splay One

Adidas Randulle Turns Pro YouTube Series

Influencer Marketing

Splay One produced a YouTube series hosted by Sander "Randulle" Dale for Adidas and XXL to promote new football shoes, and the agency reports 344.4K views.

344.4KViews

Case in 60 seconds

Adidas and XXL needed to promote a new line of football shoes while also positioning XXL as the natural destination to buy them, so a single piece of work had to serve a brand and a retailer at the same time.

The campaign turns on aspiration rather than product detail, because young football enthusiasts are drawn to the question of what separates an ordinary player from a professional, and an amateur host lets them follow that question from their own level.

Splay One framed the launch as a question, whether Sander "Randulle" Dale could turn pro, so the shoes sat inside a story about reaching the elite game rather than inside a product announcement.

Splay One produced an episodic YouTube series in which Randulle, a lower-division centre-back, met professional football players through interviews and fun challenges, asking who they are in private, how they reached the top and what their tips for turning professional are.

Splay One reports 344,373 views and counting for the series, and says it scored high in both average view time and engagement, although the page prints no figure for either of those two measures.

Strategy Breakdown

Football enthusiasts in the age group 13-24.
A football shoe launch has to reach fans who care about the game rather than about retail, so the page places the product inside content about professional players and the path to the top.
Adidas supplies the new football shoes while XXL is positioned as the natural destination to buy them, so the series carries both the product and the retailer rather than one brand alone.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Splay One

Creator role

  • Sander "Randulle" Dale

Results & Evidence

MetricValue
Views344.4K views

Why Splay One's strategy worked

  1. 1

    A host who sits at the amateur end of the sport gives a product launch a story arc of progress towards the professional game, which keeps a young audience watching across episodes rather than for a single advert.

  2. 2

    Pairing a brand and a retailer in one series lets the content carry the product while the retailer is placed as the place to buy it, so one production serves both clients rather than two separate briefs.

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