ADIDAS NIGHT JOGGER DTC
Welcome to Nite School
First lesson: Nite Joggers are designed for 24/7 creators and hustlers, not for people who jog at night. So, we created an experience that meets them where they are, in the heart of two cities that don’t sleep. An in-store series of interactive displays in New York and Los Angeles provided consumers with an engaging space to explore their creativity freely and apply to Nite School, a series of influencer-led workshops where consumers could pursue their creative visions in a hands-on setting. After Nite School, they got to showcase their final projects at a massive graduation party. Class dismissed.
Our goal was simple but not easy: shift consumer perception of Nite Joggers, and establish adidas as the true creator brand as we do it.
The campaign focused on elevating local legends and rising stars to authenticate the Creator status and, driving UGC across brand channels, extending to influencer channels. Even the soundtrack was created by a 14-year-old fan.
The resulting UGC content out-performed most brand content during that period, a big win for the brand, the communities, and the talent that made it all possible.