adidas Originals x Factory International Partnership | Case Study

Overview of the Collaboration

The collaboration between adidas Originals and Factory International was anchored in a dynamic skateboarding event, Build Manchester, at Aviva Studios, produced by Dent, in collaboration with the Factory International teams. This 12-day event sought to integrate sport, culture, and community, fostering connections between local youth and global skateboarding culture. The initiative showcased adidas' innovative approach to community-based activations.

Visitors enjoyed exclusive merchandise and giveaways from participating skate associated brands such as Drama Call and Note.

Other features included product launches, film screenings, content competitions and trick competitions, strengthening ties with Manchester’s vibrant skateboarding community. Skaters of all ages and skill levels were able to access free daily skate schools led by coaches from Manchester DIY skateparks, Projekts and Gooseside. Participants also took part in a workshop to learn the art of building DIY skate obstacles.

Hundreds of local skaters participated, alongside adidas' global team riders, including huge names in the sport such as Gabriel Summers, Nikolai Piombo, Jarrad Carlin, Tom Snape, Vitoria Mendonca, Sam Narvaez, Blondey and Benny Fairfax. This created a dynamic and inclusive atmosphere.

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Build Manchester | adidas Originals x Factory International

Key Findings and Highlights

Demographics and Methodology:

The study surveyed Gen Z (12–27 years) in Greater Manchester through a pre/post online survey.

Sample sizes: Pre-campaign (n=302), Post-campaign (n=311).

Research by Untangled insight Ltd.

Betongpark custom-designed skate plaza offered a hub for skating, spectating, and workshops
Hosted 21 skate schools, two skate jams, daily skate displays, one large scale music event, and a DIY build workshop
Events were free and included merchandise giveaways, product launches, film screenings, music events, and trick competitions

Hundreds of local skaters participated alongside adidas' global team riders
Build fused local identity with global branding, making Aviva Studios a destination for grassroots skateboarding
adidas reinforced their dedication to supporting grassroots skateboarding and youth culture in the North while exploring the synergy between sport and culture

81% of participants recognized at least one event hosted during the campaign.
Build Manchester was posted by adidas UK (1.4M followers), Factory International (78.6k followers), NOTE (37.3K followers), Drama Call (127k followers), Gooseside DIY (2.8K followers) and Projekts (11.7k followers).

78% of respondents "Liked" or "Loved" the partnership, with even stronger appeal among skateboarders (93%) and adidas fans (81%)
adidas’ brand likeability increased with Gen Z audiences in Greater Manchester during the campaign

Desirability of adidas’ Campus line rose significantly

Factory International’s awareness among Gen Zs increased
Positive perceptions of the venue grew, particularly its relevance and cultural appeal

72% of Gen Z respondents reported a favourable perception of adidas post-campaign
63% of Gen Z participants in Greater Manchester felt better about adidas due to this collaboration
The partnership was perceived as "edgy, diverse, and inclusive," aligning with Gen Z values

A big crowd of people outside Aviva Studios during Build Manchester. It is a sunny day.

A queue of skateboarders waiting outside the Build Manchester pop-up skate shop, which is a black building with the word 'BUILD' on.

Insights on Key Metrics

adidas fans and skateboarders showed stronger campaign recognition and sentiment than other demographics
Increased awareness led to immediate and planned footfall for the venue

The partnership underscored Factory International as a "cool, authentic, and inspiring" operator for Gen Z audiences

Conclusion

The adidas x Factory International activation was a resounding success, enhancing brand perception and community connection. adidas effectively bridged global branding with local engagement, reinforcing commitment to grassroots culture while strategically appealing to the Gen Z demographic. Factory International and Aviva Studios benefited equally, emerging as a key cultural organisation in Manchester, and a great venue for skate.