The Stan Smith is a true classic, redefining what an athletic shoe can be for decades. But with adidas committing to helping end plastic waste over the next five years, the icon is remade with a Primegreen upper made from 50% recycled content. Now, the Stan Smith collection will redefine what a sustainable shoe can look like.
And as this iconic shoe famous for being green will help adidas Originals go green, we brought a green icon in their own rite to help share the message—Kermit the Frog.
"Stan and Kermit had an instant connection, reminiscing together on a bench in a park as if we’d reunited long lost friends, said Mina Mikhael, Creative Director at Johannes Leonardo. "This bond was the basis for a series of shorts, listening in on their lunch plans, conversations, or simply hanging out. Two icons who speak loudly without needing to say a word, it was the perfect match for our campaign."
The campaign begins with this content, scattered throughout social and digital spaces aimed at Gen Z audiences. With a classic sneaker like Stan Smith, the target is essentially anyone with feet (even frogs). But we focused on a win with the Gen Z market who care as much about the style as how it’s made. To keep Stan Smith truly timeless for this next generation, we need to shift towards more sustainable behavior— allowing the shoe that’s never gone out of style, to live forever.
The conversation continues with the long form film “Being Green,” as Kermit speaks to how being green is something everyone can be a part of, featuring some obvious and not so obvious cameos. Sweeping across the globe, adidas taps their partners including Yara Shahidi, Iddris Sandu and Nora Vasconcellos who are all individually advocates in sustainability and collective well-being. And for the eagle-eyed viewer, there are hidden appearances from Yoda, Groot, the Hulk, and other Disney characters as we also celebrate the launch of a Disney x Stan Smith sustainable collection.
The entire campaign was shot remotely in the winter of 2021, with campaign elements coming to life across social, online video, TV, retail, partner channels & OOH in key markets around the world from New York to Shanghai.
From Disney’s fan favorite green icons, to modern trailblazers like Yara Shahidi, Nora Vasconcellos, and Iddris Sandu—all show us it’s not easy being green. But as Stan Smith concludes, “Nothing great ever is.”
"Kermit once famously said, “it’s not easy being green,” a line that sits on the back of every Stan Smith in the Stan Smith x Disney collection, said Mikhael. "While it may not be easy, sustainability has become an easy choice for the next generation. Our campaign celebrates all the small acts people do to make a big change. Whether it’s #trashtag cleanups, favoring canvas bags over plastic, or even gardening, there are little things this generation is doing that will lead to real progress."