Eric Huynh
Copywriter
adidas SEO
Brief: The adidas catalogue is massive. Running shoes, soccer cleats, tennis polos, volleyball tights, hiking boots—if you can name it, chances are the Three Stripes are on it.
However, this incredible variety presents itself as a double-edged sword: because of it’s size, almost none of it is aligned to what consumers are actually looking for online. When it came to SEO, adidas product pages were losing out on rankings and vital web traffic to competitors like Nike.
Solution: Incorporate footer copy in product pages written to optimize pages for search engines.
Execution:
Strategic storytelling—a balanced approach to copywriting that appeals to both people and search engines.
100% SEO focused copy might result in higher rankings, but risks diminishing adidas’ storied brand with robotic, artificial-sounding prose.
Conversely, we could write stirring copy guaranteed to convert, but if it doesn’t result in a link someone will actually click after a search query, it’s wasted potential.
Selected Examples:
ALPHABOUNCE INSTINCT SHOES
Neck and neck down the final stretch. Tied in the 4th with 1.3 seconds to go. These are the moments when the thinking stops and the training takes over. When you move on muscle memory, and you act on instinct. If you’re the one trusted with those crucial, last moments, then these shoes are for you. The Alphabounce Instinct shoes are the next generation of running shoes made specifically for athletes. Its design is built around a decoupled midsole that enables your full range of motion, giving you unparalleled, all-direction agility. Just what you need to decide the game or race in your favor.
ADIDAS CLEATS
A match tied in stoppage time. The bottom of the ninth. Overtime. These are the moments that define legends. When every second, play and position could decide the course of history. Make the most of them by wearing adidas cleats. Find your perfect pair from our range of baseball, football and soccer cleats. Each type is built with game-specific technologies to outwork the opponent. adidas cleats help you create more grip, speed, and control. Which could mean the difference between outplaying your opponent or the game outplaying you. History is written by the victors. So, win.
EDGE LUX SHOES
5. 10. 13.1. 26.2. Whatever race you’re training for, do it in running shoes made for you. Our Edge Lux shoes have been specifically designed for the unique contours of a woman's foot. Factor the lightweight heel, Bounce cushioning in the midsole and flexible mesh upper and you’ll have ready-to-run instant fit while staying comfortable for miles after. In Edge Lux shoes, running like a girl doesn’t just mean breaking barriers — it means breaking records.
VOLLEYBALL JERSEYS
Acing the serve. Assisting the play. Attacking the net. All made easier and more rewarding wearing adidas volleyball jerseys. Every aspect, from the lightweight fabric to the flexible cut, is performance ready. And those v-necks aren't just for style. With the amount of airflow they provide the player, that "v" could stand for "ventilation." Factor in the Climalite blend and you'll stay cool and dry well into the fifth set. It's 86% quick-drying polyester, 14% form-fitting elastane, and 100% ready to win.