In 2015, the shoe needed to reassert its dominance with a fresh voice and a new conversation to form a connection with a new generation.
Adidas Superstar
Client:
adidas
To relaunch the iconic adidas Superstar shoe and reestablish its cultural relevance, we dared to question what it means to be a superstar in today’s world.
Synopsis
Launched in 1969, the Superstar lives at the heart of the adidas Originals brand and was once renowned for its place in rebellious street culture.
The Idea
The Approach
Launching with a 90 second film featuring globally recognized superstars David Beckham, Pharrell Williams, Rita Ora and Damian Lillard, the provocation was uniquely activated and adopted by 50+ markets across the globe, including takeovers in Times Square and pop-up shops in NYC, to the subways of Seoul, to paintings in Berlin and mobile applications in the UK.
Design
Reaction
