Sneakerheads at Spring, adidas
ADIDAS — MARKETING
Sneakerheads at Spring Street
Opening adidas’ Artist in Residence Space
PARTNERS
@freehandprofit
adidas Originals
ROLES
Social Strategist
Public Relations Strategist
Creative Lead
DELIVERABLES
Content Plan + Execution
Campaign Rollout
Press Materials
The direct to consumer team turned to our newsroom to elevate its store activation through digital storytelling.
We looked to position the brand’s Spring St. hub as a multidimensional consumer experience beyond retail.
OBJECTIVES
To support the brand’s new DTC touchpoint, I was tasked with producing a localized media campaign driving in-store traffic and awareness for Spring Street’s Artist in Residence space. Strategy was anchored in social storytelling, press validation, and community surprise + delight.
DIRECTION
The creative concept followed the brand’s Original is Never Finished campaign push. How do we showcase a state of constant evolution through sneakers that will translate both digitally and in-person?
Partner with sneaker artist Freehand Profit to repurpose brand silhouettes and document his deconstruction process as he prepared for his Spring St. installation.
