ADIDAS: NOTHING LEFT BEHIND
Waste Nothing, Gain Everything
Launch the Free Hiker GTX in a way that equates sustainability with the emotional benefit of living a “Nothing Left Behind” lifestyle. On it. This best-in-class, influencer-led seeding campaign left nothing behind in how it was made, distributed, and actively engaged sneakerheads and outdoor enthusiasts alike—inspiring unprecedented growth.
Partnering with influencers across Instagram, YouTube and TikTok allowed us to address product awareness and demand with a focus on reinforcing the “Nothing Left Behind” lifestyle and the versatility and style of the product, effectively meeting all goals at once.
Influencers received a biodegradable seeding kit that literally leaves nothing behind except the product – a plantable seed-paper box (with QR code leading to a product microsite) and a dissolvable bio-foam insert designed to return to the Earth.
With sharp strategy and focused product storytelling, we were able to meet all objectives without sacrificing any one of them at the expense of the other. We also grew first-time adidas buyers by 25%, saw 100% sell-through of women’s products in less than two weeks, and launched one of adidas’ most successful email campaigns ever!