Founded in 1948, the three stripes of the adidas logo have become synonymous with global sporting excellence and are now one of the most recognised brands in the
sports industry.

When adidas first diversified into the eyewear market, they brought with them an unparalleled level of expertise and it came as no surprise to many that they quickly became one of the most respected players in the market.

Game changing new products such as the Evil Eye and Terrex has helped to cement the brand's position as a global eyewear leader and the go-to brand for athletes who are serious about their optical performance.

In 2013 adidas moved in to the sailing market with cutting edge footwear, inshore and offshore apparel ranges. The brand also created a new eyewear series called the Tycane Pro, which revolutionised industry standards in lens curvature and hydrophobic technology. Innovative new product features were also introduced to repel dust more effectively, reduce glare from the water and prevent salt from obscuring vision.

Working with leading sports optometrist Nick Dash along with internationally renowned sailing athletes Sam Goodchild and Jochen Schümann, the brand developed the Tycane Pro series to specifically meet the unique optical requirements of the sailing environment.

adidas challenged Brandwave to develop a new campaign to set the Tycane Pro apart from the competition and help communicate the unique product benefits to the target audience in an informative and engaging manner.

The Brandwave team worked extensively with Nick, Sam and Jochen to test the Tycane Pro eyewear against competitor products in both a controlled laboratory environment and on the water in a racing scenario.

Using specialist eye and strategically mounted head cameras, we were able to capture the exact amount of additional peripheral vision allowed by the new 10 base lens. We were also able to measure the speed at which water, dust and salt dissipated from the lens due to the hydrophobic technology and innovative new drainage system. After collating the data, we created an eye-catching advertising campaign, in-store POS materials and a series of consumer movies.