adidas x Wanderlust: Product Launch Activation


To launch their co-branded collection with Wanderlust, we engaged the adidas Women’s community and leveraged International Yoga Day as our jumping-off point.

Local Goes Global

An inclusive yoga event in NYC got athletes involved on a local level, while the social campaign activated yogis from across the globe.

Putting Community Back in Communal

This experiential event took a deep dive into yoga’s metaphysical and communal benefits. By engaging our NYC partnerships, we hosted yoga classes in an unexpected location: the atrium of the Brooklyn Museum. We created a “Wanderland,” a tranquil space filled with greenery, art by local makers, music, sunset-inspired lighting and glass vignettes that showcased Wanderlust outfits.

So Many Tree Poses!

Yoga Influencer Adriene Mishler hosted a meet-and-greet, where she invited our global community to post a tree-pose selfie, with adidas donating a tree for every #treefortree pose posted. In just 18 hours, International Yoga Day received over 4,300 submissions, all without paid support. The Tree Pose selfies led to the planting of 10,000 trees.