HELPING ADIDAS WIN WITH YOUTH CULTURE

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Strategy

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Creative

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Events

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Seeding

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Influencer

• Strategy • Creative • Events • Seeding • Influencer

I collaborated closely with the North American adidas SLT (senior leadership team) to address various challenges across multiple franchises within the Originals Portfolio.

Strategic projects were undertaken to determine how particular silhouettes could establish stronger connections with cultures and communities where adidas was experiencing a decline in market share.

We launched several initiatives, including white label content campaigns that focused on local city sub-cultures. Working closely with the adidas agency, we amplified our assets across TikTok and Instagram and OOH, including Times Square billboards.

In addition, we curated VIP events that featured performances top tier artists. These efforts proved to be instrumental in keeping adidas aligned with the dynamic and constantly changing cultural landscape.

“Her ability to bring equal parts enthusiasm, creativity and collaboration makes her the ideal partner to oversee the brand’s business.”

- Danny Rosenberg, Director of Marketing & Communications, Adidas Originals

Whitelabel Campaign: adidas Forum

  • Despite the fact that adidas Forum has a rich historical background and is well-established in the footwear industry, the task at hand was to revitalize the brand through a contemporary perspective, focusing on eight key US cities as identified by the adidas brand team.

  • Highsnobiety was selected as a creative partner and cultural consultancy to connect Forum to local subcultures. For the key 8x cities, we identified a local subculture, the talent associated and unique stories to be told.

    Across the 8x markets, we created 4x Video and 8x Still Shoots, in which became in which became adidas’s national media campaign.

    The work displayed was not only on HS channels, it was white label and was be seen across major publishers, social networks, as well as on prominent OOH placements such as NYC’s Times Square and a painted mural in Venice.

Strategic Project; Adidas Superstar NAM Playbook

  • The global playbook for Superstar was created by Highsnobiety in partnership with adidas Germany HQ and we realized the importance of adapting it for the US market.

    To generate interest and boost demand for the Superstar franchise among the next generation of consumers, we devised a playbook which included recommended activation concepts designed to reinforce the proposed strategies.

  • To drive initial hype and conversation we created a custom IG filter allowing for users to explore the new mold and features showcasing the two different color ways.

    In order to further drive energy around the collaboration and showcase the product, the AR experience transported viewers into an immersive world, where they were able to virtually try on the new mold and express themselves in this new universe by sharing it via their socials.

    To amplify and sell the new silhouette user were lead to the collaboration landing page on crocs.com to buy the product.

    Custom OOH experiences, including a living mural in LA, painted footprints on the ground, and wheat posters were present in Hong Kong, LA and NY with QR codes leading to the AR experience.

    Rounding out the program, HS developed a seeding program, creating a hand made custom planter out of 100% recyclable plastic, delivered to Salehe and Crocs’ friends and family in a high end custom box along with the new Crocs.

Superstar Atlanta Event Activation & Media

  • The Superstar platform is dedicated to promoting niche and engaged communities by highlighting emerging, diverse, and locally-rooted street cultures.

    We were tasked to drive this strategy home celebrating local, underground subcultures, with a focus on Atlanta as a test market.

    The project was based off creating a platform that was built on ‘insider energy’ aka ‘if you know you know.’

  • We re-energized Superstar’s position as an underground icon by digging beneath Atlanta’s surface to champion emerging leaders going against the grain. We assembled a “Counter Culture Collective” made up of those who embrace the “rebel” mindset and co-hosted a series of underground meetups.

    We collaborated with talent to produce video invitations for their followers and utilized the adidas Confirmed app to manage the guest list.

    Photo and video recaps were distributed on Highsnobiety channels, while talents created custom reels for IG and TikTok.