ADIDAS ORIGINALS X ALEXANDER WANG SEASON 2

Adidas Originals and Alexander Wang partnered up for a highly anticipated second collaboration. Inspired by raving and cycling, the clothes were a tribute to NY street culture. So, we decided to launch the collection with the same approach: 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 of the collection and a secret phone number. To purchase the clothing, people had to text a 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.

Recognition:

Adweek Best Campaigns Of The Year 2017 - Finalist
Clio Fashion & Beauty - Gold
Clio Fashion & Beauty - Gold
Clio Fashion & Beauty - Gold
Clio Fashion & Beauty - Silver
Cannes Lions Creative E-Commerce - Bronze

Campaign

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.