adidas Originals x NYC
adidas came to us with a clear mission, to take over New York City during NBA All Star weekend and help elevate the brand in a culturally relevant way. So how do we achieve this while trying to launch 15 shoes over 1 week?
We put the city through the lens of street photographers that know the city best. It was really about saying less, and showing more, all through their perspective. We did it all in real-time, which was a first of its kind work process for adidas global. We managed to provide the brand a new visual aesthetic (Street Dreams anyone?) which has largely been followed by every major lifestyle brand since we did it in 2015.
As for tangible results? Throughout the big week, adidas had greater share of voice than Nike, Foot Locker, and Taco Bell combined - the three largest sponsors of NBA All-Star Weekend.
