Brand in the Hand: Mobile Marketing at Adidas, by David Wesley and IGIM colleagues Fareena Sultan and Andy Rohm is recognized as an Ivey Best-Seller for three years in a row. The case study focuses on the “Respect M.E.” mobile marketing campaign featuring hip-hop sensation Missy Elliott, and was recently featured in the Wall Street Journal (subscription required).
The authors worked closely with executives from adidas and Reebok over a period of several years, which resulted in a number of follow-up cases and articles. A more recent case study focused on adidas’ mobile marketing campaigns for the 2006 World Cup Soccer Tournament and the 2008 Beijing Olympics.
Prof. 
