# Interactive Athletics Catalogues adidas 'Super Obsessed' Website Captures Excitement of the Game By Katherinev123 | Published 2011-08-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-super-obsessed References: [popsop](http://popsop.com/48885) & [adidas](http://www.adidas.com/campaigns/superobsessed/#/Chiefs) Interactive advertising has reached a whole new level with the adidas 'Super Obsessed' catalogue. This is an online catalogue that lets users click on the apparel items in which they are interested, allowing them to explore each of the products in the new clothing line. Promoting a range of rugby apparel, including Highlanders, Blues, Chiefs, Crusaders and Hurricanes, the adidas 'Super Obsessed' online catalogue was made by recruiting New Zealand rugby fans via social networks and video taping them as they swarmed their favorite Super Rugby heros. The fans were clothed in pieces from the adidas 'Super Obsessed' clothing collection, which can be viewed in more detail when the site user clicks on specific "hotspots." This innovative campaign was created by Whybin\TBWA\Tequila, who used video and flash animation to produce the interactive catalogue. They followed a method of shooting the videos at 1,000 frames per second, creating slow-motion films that enable and encourage interaction from the user. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 9% | Activity: 27% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Interactive Advertising:** Opportunity for brands to create engaging and immersive digital campaigns that allow users to interact with products. - **Social Media Recruitment:** Potential for brands to leverage social media platforms to recruit fans as brand ambassadors and to participate in promotional campaigns. - **Slow-motion Videos:** Use of slow-motion videos as a creative tool for capturing attention and encouraging user interaction. ### Who This Affects Most - **Sports Apparel:** Sports apparel brands can explore interactive digital catalogues to showcase their products and engage with customers. - **Advertising and Marketing:** Opportunity for advertising and marketing agencies to develop interactive campaigns using video and flash animation. - **Social Media Platforms:** Social media platforms can capitalize on the trend of social media recruitment by providing tools and features to facilitate brand-fan collaborations. ## Related on Trend Hunter - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Sporty Indian Shopping Apps](https://www.trendhunter.com/trends/indian-shopping-app.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Magazine-Integrated QR Features](https://www.trendhunter.com/trends/arcade.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Next-Gen Virtual Merch Stores](https://www.trendhunter.com/trends/benfica-immersive-store.md) - [Accessible Sportswear Campaigns](https://www.trendhunter.com/trends/accessible-sportswear.md)