ADIDAS HISPANIC HERITAGE MONTH

Connecting with Communities That Shape Us

To celebrate Hispanic Heritage Month, we worked with adidas to highlight and support select creators, paving the way for the next generation. From Los Angeles to New York, we produced a personalized event for each creator that showcased the diverse and deep-rooted traditions of their cultures.

Opportunity:

Almost 20% of the population is Hispanic/Latine. We saw an opportunity to connect with the most digitally connected consumer. We let the brand take a backseat and the culture take the wheel.

Approach:

Strong messaging, strategy, and design focused on what the community loves: faith, family, fiesta, food, and fútbol. Each event centralized the passion and mission of the creators. From domino nights in New York to queer poetry slams in Los Angeles, we showcased the depth of creativity behind our amazing partners.

Result:

By creating with purpose and investing in authentic community activations, adidas and Happylucky forged genuine, lasting bonds with local creators that we will continue to tap to amplify their voices.

Insights

2Mil

people in the US are Hispanic, that’s almost 20% of the population.

The Most

Digitally connected consumer

71%

of Gen Z Latine consumers are early adopters of new tech and social media (i.e. TikTok, Spotify)

Faith  -  Family  -  Fiesta  -  Fútbol  -  Food

New York

Los Angeles