Adidas originals x Alexander Wang Season 2

Adidas Originals and Alexander Wang partnered up again for a highly anticipated collaboration. Inspired by raving and cycling, the clothes were a tribute to NY street culture. So, we decided to launch the collection in the same fashion: by paying homage to one of NY’s most iconic street characters, the dealer.

We spread posters throughout the city, featuring photos of the pieces and a secret phone number. To have access to the clothing, people had to text the phone number to buy and negotiate the delivery through a chatbot. The following day, bike messengers dressed in the collection made sure everyone received their orders.

This campaign was recognized by Adage as one of the 5 best Experiential Campaigns Of The Year and received a Bronze Cannes Lion in Creative E-Commerce. 

CASE STUDY:

CAMPAIGN FILM:

The lookbook, shot by Juergen Teller further expanded on the narrative, taking inspiration from a "dealers" lifestyle. It was broken down in 4 different parts and dropped gradually to increase anticipation for the collection.