adidas Originals has always existed to empower creators.
But many of these creators live double-lives. By day, a nine-to-fiver, working against the rules set out by society; by night, a creator finally free to work on something that matters to them.
So instead of your typical shoe launch for Nite Jogger, a reflective sneaker that is itself different at night, we fueled late night creativity with an entirely new brand.
Rather than advertising the sneaker — we advertised the products. A full campaign ecosystem surrounded each of the Nite Goods, from traditional media, to social activations, to physical moments on the streets of New York City. Creating lines for a sneaker that wasn’t even released yet.