adidas #HerCourt: Collection Launch

celebrate originality

To launch adidas’ “Home of Classics” at Foot Locker Women’s, we created #HerCourt – a campaign aimed at celebrating individuality and inspiring the next generation.

A closeup of a pair of adidas shoes on Liz Cambage, with one foot, decked out in gold anklets, resting on a basketball.


Influencers are commonly used to tell brand stories, but their own stories, experiences and inspiring moments seem to get lost in the mix. With this in mind, we developed the HER COURT zine – a place to create deeper storytelling moments and build more meaningful connections between the influencer and consumer audience. 

A stack of three newsprint zines, each printed in duotone: one blue, one pink and one green.
Her Court zine Issue 01 with Liz Cambage, printed in blue

Her Court zine Issue 03 with Chinae Alexander, printed in green

Her Court zine Issue 02 with Ari Lennox, printed in pink
An open spread of Her Court zine Issue 01 showing an abstracted, upclose image of a basketball court and bold copy that reads No Fit Like My Skin.
An open spread of Her Court zine Issue 02 showing a photo of Ari Lennox with arms crossed on the left page, and cropped shots of shoes on the court on the right, with QR codes, and a headline that reads Born On The Court.

A folded stack of the three zines.


Leading the campaign with an oversized premium printed zine gave people a tangible takeaway – but we wanted them to be able to easily share it too. We created influencer-specific microsites that shoppers could access via QR code in the zine to shop the featured looks.

Our audience is increasingly interacting with more narrative stories on Instagram, so we also used “stories” to take Zine culture to social, giving our audience a place to engage, share, and connect with our featured influencers more deeply. 

Digital social layout featuring a shot of Liz Cambage on a blue basketball court, wearing an orange Originals tracksuit and white sneakers, inset on a graphic of a blue court.
Digital social layout featuring a shot of Chinae Alexander on a green tennis court, wearing green tulle and Originals track jacket with white sneakers, overlaid on a graphic of a green court.
Digital social layout featuring Ari Lennox in pink with white adidas sneakers on a pink basketball court.
Screenshot of a web header for the campaign on, featuring Liz Cambage, in the same orange tracksuit on blue court.


To bring HERCOURT to life as a retail activation, we looked at what other formats of serialized content come to life best IRL – that’s where Chinae Alexander and her “Press Play” podcast came in. We built on our influencer deep-dive by recording a live episode with her in-store and interacting with consumers in a very real and intimate way. Laughs were had. Tears were cried. Long-term connections with adidas were made.

Chinae Alexander speaking to a crowd at the retail activation.
Participants at the activation taking a selfie.