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.  

• NITE GOODS. A provider of products and services designed to fight the number one enemy of late-night creativity: sleep.
• NITEBEAR. A reflective, pep-talking teddy, hand-crafted in Brooklyn by artist Junichi Nanake of Kumanokoido, and featuring the voice of Eric Andre.
• GO TO BED, SNEAKERHEAD. The anti-bedtime story, written by Fabian Gorsler of Highsnobiety, and designed and illustrated by Instagram sneaker icon, Dan Freebairn of @kickposters.
• NITECHAT. A late-night hotline designed to inspire late-night creators to action when they need it most.

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.