Background
When we started working with adidas Tallinn in Q3 2024, we approached the brand through a Social 3.0 lens: to succeed today, brands need to act as culture-first players and move at the speed of culture. At the time, @adidastln’s Instagram was heavily focused on adidas Originals, with strong visual aesthetics but content that leaned more on product than storytelling. While the foundation was solid, it lacked a deeper connection to local culture and audience. With a tight social media budget, we also needed to be smart and agile—making every piece of content work harder.
2024 - Future switch
In 2024, we set out to shift @adidastln towards a more balanced and future-facing social presence—moving beyond Originals and into a space where performance and lifestyle coexist. This meant repositioning the channel by introducing performance-driven stories, while moving away from purely product-focused content in favor of more meaningful, story-led communication within our budget constraints. At the same time, we began implementing a modular “lego system” approach, allowing us to be more consistent in how we show up across social.
More on the “lego system” approach in the Creative Concepts section.
Content strategy
Our content strategy for @adidasTLN Instagram channel is built around the “adidas trinity”. Now, in practice, it means that for us to pursue any idea, this idea has to check three following “conditions”:
KPI'S
As we don’t have direct conversion rates to measure, the work of an agency can’t be judged by short-term influence on sales, as it mostly focuses on brand awareness building. However, our work in mid- to long term should influence brand preference and therefore also affect the sales in physical stores. In IG, we measure our work through two KPI’s:
Creative concepts
We started implementing the so-called lego-block system for the Instagram content strategy. What does it mean? We created five creative concepts as skeletons for content creation. We did this to simplify the client-agency workflow and ensure content consistently fits the overall strategy. Scroll down to learn more about each concept.
1. #adihäppening
focuses on culturally relevant and community-driven events—sports happenings, trendy spots to eat, drink, or hang out, local lifestyle brand launches, and fitness studios gaining traction. We use adiHäppening as a standout content moment—one bigger event per month that anchors our content calendar. This approach ensures we consistently create buzz around adidas in culture, collaborating with impactful and relevant voices. In other words, each adiHäppening becomes a mini-campaign, not just a single post.
INGA x Nocturnal Orange EP release at HALL Tallinn x SL72
On December 2024, adidas teamed up with local artist INGA to celebrate therelease of her album Nocturnal Orange at Tallinn’s techno hotspot, HALL. Thecollaboration brought the adidas SL 72 into the spotlight, worn by INGA, herdancers, and fellow co-artists, showing the iconic sneaker in motion and inreal life. Through INGA’s event, we activated new audiences by highlighting the energy of the club, the creativity of her dancers, and the wider network of participants in our organic content.
Cafe Tempo opening
On September 2025, we collaborated with Kenneth and Eva Karjane as they opened their newest venture, Cafe Tempo, in Telliskivi. Known for bringing flavors to life through Karjase Sai, the Michelin-recognized Barbarea restaurant, the Karjane family once again created a space full of personality. The project highlighted how the family blend life, creativity, and business into a unique dining experience, connecting adidas with a new audience in Telliskivi.
2. #adiPeeps
tells the stories of fascinating people behind the adiHäppenings, introducing fresh faces from different fields. With about 80% thematic overlap with adiHäppening, it captures a similar cultural energy—but through a more people-first lens.
Mannavaht x adidas
It’s September, and gyms are once again buzzing with people ready to gettoned! Tallinn’s fiercest trainer Mannavaht has kicked off her group andpersonal training sessions. We visited Mannavaht in her home to film “13 Questions with adidas”, a recurring format within the adiPeeps concept, wherewe asked her everything from which animal flow move best describes her toher top three tips for feeling your best.
Kristian Kullamäe x adidas
We followed basketball player Kristian Kullamäe, whose three-point shots hit the basket as reliably as the sun sets over Kloogaranna. In late August 2025, he took the court in the Estonian national team blue and white jersey for the EuroBasket final tournament, where every shot, pass, and defensive move mattered. Kullamäe was ready to bring the heat!
3. #adiMe
With the adiMe concept, also known as UGC content, we put content creation in the hands of creators while positioning ourselves as curators. UGC allows them to express their personal style, with themes ranging from outfit inspiration and challenges to DIYs—anything that’s trending and likely to engage our target audience.
4. #adiFits
We team up with a stylist to create an outfit that reflects the spirit of that month. While styling, they can share insights on seasonal trends or highlight new adidas products. Each stylistic concept ties into the month’s overarching theme—for example, in September, how to ease back into the office vibe in a way that’s both eco-friendly and budget-conscious. The outfits prioritize using existing wardrobe pieces whenever possible, including items from thrift stores, flea markets, or other sustainable sources.
@camzun & @trissu1234
5. #adiClub
adiClub is built around community—bringing together our existing membersalong with a select group of potential new ones. These events focus on sharedexperiences, creativity, and memorable moments, hosted in locations whereadiPeeps actually like to hang out. Community gatherings are a core pillar ofour content strategy, with success measured through attendee feedback andbrand affinity rather than traditional KPIs like reach or engagement.
adidas Back 2 School Social Club 2024
The adidas Back-to-School Social Club in Tallinn brought together local creatives, past collaborators, and future adidas personas to celebrate the start of the school year in an informal way. Guests participated in co-creation workshops—like an adidas cap workshop and textile printing—enjoyed lunch from SAI! and Punch Club, and shared their thoughts on creativity and originality with Influencer in Chief, capturing content. The event was a hit: attendees loved the experience, requested future invites, and the content captured around the day highlighted the fun, collaborative energy of the community.
adidas Kevadekuulutaja
In April 2025, we launched the running season with adizero to host “Kevadekuulutaja,” bringing together adidas community members along with a few new faces at Sanga Sandwich Bar. The day featured Social Bingo, the adiClub x SANGA sandwich workshop, and flower arranging. Guests competed for a spot on Sanga’s menu and joined playful games that sparked curiosity and connection.
Content was captured in two long-form, single-shot documentary-style videos, blending planned storytelling with live improvisation, hosted by Killu, our Influencer in Chief.
Results