Val Morgan Digital executes Adidas campaign across Fandom platform

Val Morgan Digital (VMD) has launched a new campaign for Adidas, drawing attention to the brand’s new shoe range through content on its entertainment website Fandom.

The campaign, which also features Australian Esports team The Chiefs and captain Tom Henry, includes a mix of written and video content that focuses on the core pillars of style, tech, and sport.

VMD x Fandom – Adidas campaign

Fandom has 2.84 million Australian users per month, and VMD were able to take market the Adidas X9000 range to its valuable and highly engaged audience.

Articles including ‘Greatest Kicks in Gaming History’ and ‘From Console To Closet — Fashion Trends Inspired by Video Games’ have been published on the site to draw attention to Adidas and the new range.

Meanwhile The Chiefs captain Tom Henry stars in a ‘Day In The Life’ style of video, to connect with Fandom’s audience of passionate gamers.

VMD national sales manager Adam Fischer said the campaign was a natural extension of Fandom’s strategy.

“This is a very natural extension to our strategy of seamlessly connecting brands to valuable, engaged audiences,” he said.

“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.”

Adidas brand activations specialist Lizzy Hunter said the content created for the campaign was of the highest quality.

“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.”

Esports are expected to reach a value of A$2.27 billion by 2023 in Australia.

The campaign follows recent announcements from Val Morgan Digital which saw it expand its content, partnerships and editorial teams, as well as add Gen Z food, drink and travel brand Thrillist to its publishing portfolio.


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