Adidas and Gamefam, Poppi and Walmart Connect are winners for the 2026 Digiday Awards
Digiday ·
The 2026 Digiday Awards winners reflect a media and marketing landscape in which cultural relevance, audience participation and measurable business impact increasingly go hand in hand. From immersive digital experiences to campaigns that turned social media conversations into product launches, this year’s honorees demonstrate how brands are finding new ways to earn attention. Their work also underscores the value of emotional storytelling, cross-platform collaboration and data-driven personalization in building meaningful audience connections.
Adidas and Gamefam won Best Partnership for illustrating how brands are rethinking audience engagement by meeting younger consumers in the environments where they already spend time. Through an activation on Roblox, Adidas brought football culture into gameplay, generating more than 51 million visits and 468 million brand interactions in four weeks. Meanwhile, Poppi won Most Innovative Brand for demonstrating how quickly cultural momentum can translate into business growth. The brand turned a viral social media post about an imaginary soda flavor into a limited-edition product, and expanded its retail distribution after strong consumer demand.
Both campaigns point to a broader shift in marketing: Rather than relying solely on traditional advertising, brands are creating opportunities for consumers to participate in their stories and carry that engagement into the marketplace.
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