Story Challenge: adidas

The Idea

Effective and compelling stories help company leaders enlist the help of colleagues, earn the cooperation of other departments, and win the key approvals that lead to the launch of a new product, initiative or service.

In early 2019, the adidas Future Team asked for our help with a custom Story Challenge. Attention Span put together two multi-day events to help ignite creativity and convey key storytelling tips, tricks and techniques.

We are all on Day Different high!

Future Team Leader

Execution

Portland, Oregon + Herzogenaurach, Germany

Over the course of three days, first in Portland, Oregon and then at the adidas HQ in Herzogenaurach, Germany, over 130 members of the Future Team were coached to report and create seven-minute stories. The Story Challenge ended with groups presenting their stories to an audience of other participants and guests.

Story Coaches: The Secret to Your Success

Story Coaches: Josh, Bonnie and Ethan at adidas HQ in Germany

The experience of our coaches is the magic ingredient that makes ASM’s Story Challenge unique. All of our coaches have decades of experience as long-form magazine and book authors. ASM coaches write for national magazines including; the New York Times Magazine, GQ, Outside, Wired, Esquire, Forbes, Vanity Fair and more.

Most have also taught essay and non-fiction writing at the university level. With our design and strategic teams behind them providing “preproduction” materials and other creative support they lead each participant on a trek through storytelling and creative thinking essentials.

That was nearly my favorite FUTURE day… I’ve been here 18 years!

adidas Future Team Leader

Results

The Future Team

Added elite-level storytelling skills across its 130-person team
Went on to secure support for new products and initiatives more effectively
Enhanced its ability to collaborate with teams across multiple continents