adidas picks Mad Hat Asia for PR duties in Malaysia

Global sports brand adidas has appointed public relation agency Mad Hat Asia to manage PR duties for its casual sport clothing line, adidas Original, in Malaysia. The appointment is for six months, with Mad Hat Asia tasked to lead all communication efforts in Malaysia, drive adidas Originals' brand presence, and pull focus on adidas' brand story.

The agency will be developing engaging and trendy content for adidas Originals for the first half of 2020. According to a press release, Mad Hat Asia was previously appointed back in June 2019 to work on a series of campaigns for adidas Originals for some of its sneaker line including OZWEEGO (ERA 2), FW19 EQT Gazelle, FW19 Home of Classics. 

In a statement to A+M, a spokesperson from Mad Hat Asia confirms that the appointment is from January to July 2020 on a retainer basis. She added that there was no pitch involved, and Mad Hat Asia was chosen because adidas found through previous experience that it understood adidas' brand, consumers and their needs.

According to the spokesperson, Mad Hat Asia has executed and closed two campaigns for the year 2020. The first campaign was for adidas' SS20 Home Of Classics, where the agency organised a leather-making workshop and created video content that is to be featured on adidas' social media platforms. The other campaign is for Valentine's Day where the agency did a studio photoshoot and adidas featured the final pictures in all its adidas Originals stores in Malaysia. The spokesperson declined to comment about the incumbent agency and the value of the account.

Some of the brands that Mad Hat Asia has worked with are Discovery Network Asia-Pacific, Heineken Malaysia, Cadbury, Ben & Jerry’s, Magnum, Rexona, and Jotun Malaysia. The agency was reappointed by OTT video streaming service Viu in April 2019 to lead its communication efforts in Malaysia. Viu Malaysia had reappointed the agency for another year, after the agency helped to launch some of Viu's high-profile campaign, as well as supported Viu in establishing a presence and harnessing relationship on behalf of the brand, resulting in greater awareness of the brand and its initiatives.

Angeline Chandran, general manager at Mad Hat Asia said the agency will focus on using "unconventional approaches" to create content and boost social media engagement for the brand. She added that the agency is inspired by adidas' "forward and energetic approach" when it comes to marketing its brand.

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