Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range.

The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and sport.

Fandom is a global entertainment media brand powered by fan passion. With 2.84 million unique Australian users per month [Nielsen DCR March 2020], it’s a fan-powered, fan-trusted platform where fans can explore, contribute, and celebrate the world of pop culture, including gaming and movies.

As a site buzzing with pop culture curiosities and content that’s carefully curated and fun, Fandom provided the perfect place for adidas to reach a valuable and truly engaged audience.

With Esports a rapidly growing cultural trend in Australia and an expected value of $2.27B by 2023*, now ithe time for advertisers to tap into this industry and Fandom provides the perfect opportunity for brands to do so.

Esports has levelled up as a form of entertainment in its own right, with audiences following teams and players religiously just like they would in any other sport.

With this popularity in mind, for this campaign Fandom called on one of Australia’s leading Esports teams, The Chiefs to create a “Day in the life” style video with captain Tom Henry, leading to a seamless connection between the adidas brand and Fandom’s audience of passionate gaming enthusiasts.

To add another layer to the campaign, articles such as ‘Greatest Kicks in Gaming History’ and ‘From Console To Closet — Fashion Trends Inspired by Video Games’ have been launched across Fandom.

This content seamlessly connected the brand to the most passionate people and offered adidas contextually relevant content and a platform to reach valuable, engaged audiences.

“Fandom provided a seamless media experience with content that was creative, strategic and executed to the highest quality. Overall, we enjoyed partnering with Fandom and connecting with their audience,” said Lizzy Hunter, Brand Activation Specialist, adidas.

Adam Fischer, National Sales Director Val Morgan Digital said, “This is a very natural extension to our strategy of seamlessly connecting brands to valuable, engaged audiences. Fandom uses authentic, compelling content to drive advertising strategy, which appeals to both its influential users as well as advertisers. This campaign has been a fantastic opportunity for us to work with such a global, established brand in adidas and offer them the chance to reach Fandom’s base of passionate fans.”