ADIDAS: A SEASON OF

The Seasons of You

A new sneaker is a way to explore and express yourself. Foot Locker and Champs tasked us to connect multi-seasonal drops under one umbrella story – through the multi-faceted life of the muse. We created three distinct seasons that reflect the shifting moods of Her: Expression, Shine, and Self. This social campaign connected consumers with the brand and created a space to embrace all types of sneakerheads.

Opportunity:

Partnering with Instagram creators, we connected with a wide range of audiences, showcased the variety in product styling, and positioned adidas as the brand for everyone and every season. Taking place during the lockdown, we capitalized on the idea that creators all over are finding new hobbies to express themselves.

Approach:

From influencers to designers and nail artists, we collaborated with different types of female creators for each specific season to drive home the theme. We connected the product to “Expression” through IGTV tie-dye workshops, sending people at-home kits to play along. “Shine” explored mental health through art and customizing Superstars. “Self” was all about self-care, with tutorials on custom manicures inspired by the sneakers.

Result:

Through strong strategy and brand storytelling, we were able to create social workshops that were a total hit. This campaign positioned adidas as a top-selling brand at Foot Locker and Champs, and increased engagement across all channels. The adidas tie-dye NMD was the top performer, with sales up over 50% YOY.