adidas Originals Harden Launch

Launching the Next Chapter in Adidas Basketball

1

Background

In early 2021, Adidas Basketball launched a new technology— and in the process, ushered in a daring new era in performance through the brand’s biggest basketball star, James Harden.

Not only did this launch feature an all-new silhouette, The Harden Vol. 5, but it also introduced the brand’s newest technology: Futurenatural, which is primed to change the landscape of the space.

Due to the unique nature of this launch, Code and Theory was tapped to skillfully deploy distinct messages across the digital campaign ecosystem in a cohesive manner. Based on the unique purpose and audience of each touchpoint, the narrative would slightly shift and scale to highlight either the technology, the fashion, or the talent behind the product.

Through a combination of on- and off-foot photography, technical illustrations, and longer form video content, Code and Theory was able to introduce a new proprietary technology by Adidas through their biggest Basketball star—all while grounding the digital experience in consumer-first e-comm needs.

Harden Overview1

2

Storytelling Ecosystem

The interconnected story between James Harden, Futurenatural, and The Harden Vol. 5 was purposefully deployed across the ecosystem—leveraging a variety of formats and parsing out conversion touchpoints from storytelling-led ones.

Harden In Room 2 1

3

Innovative Tech

As Adidas’s newest and most revolutionary piece of technology, Futurenatural was put at the forefront of the campaign narrative. The technology story was told by both literally and figuratively breaking down The Harden Vol. 5—showing how the Futurenatural shoe mold worked together with other Adidas technology, like Boost, to create the lightest, most responsive basketball shoe on the market.

Harden In Room 2

4

Brand Love

With a goal of generating positive sentiment for the Harden brand within Adidas Basketball, Harden’s story was told through the lens of the Futurenatural technology. By drawing a connection between the shoe’s design and Harden’s skills on the court, consumers had a new appreciation for the athlete’s commitment to being “one step ahead.”

Harden In Room 1

5

Results

Within 24 hours, the shoe completely sold out in US markets.

Continue toThe Things We MakeProject

Defining the Route of Fashion

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Gawker 2
Bustle Digital Group - Gawker

Gawker | Don't call it a comeback.

An entertaining and engaging experience, all while still bringing a touch of class and sophistication.

Read More
Spotify Feature
Spotify

Artists don't just make art. They make money too.

Building a bigger funnel to help artists grow on Spotify.

Read More
Award WebbyW3 0031Ad Age 0023

Recognition

  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

ConEd | Building a future vision for Clean Energy in New York

Bustle Digital Group | Gawker | Don't call it a comeback

Legence | Legence Website | Designing the digital presence for a new brand

Bustle Digital Group | Scary Mommy: Not Your Mom's Mag

Bustle Digital Group | Fatherly: From Dude to Dad

College Board | Positioning the College Board as an Integrated Partner for Students

Rally | Elevating the site experience for a crypto pioneer.

PGIM | Unifying PGIM's Global Asset Management Network

J.P. Morgan | The First End-To-End Digital Platform in Commercial Real Estate

KYLA Kombucha | Elevating a beverage brand's positioning and creative strategy.

Washington Football Team | Charting a New Path for an Iconic Institution. Together.

SOM | Designing a Site For The Legacy of Architecture’s Most Prolific Firm

CBRE | The digital infrastructure for the biggest commercial real-estate firm

Amazon Ads | A campaign as big as Amazon

Bustle Digital Group | Mic | Stories that fuel curiosity, creativity, and change

adidas Superstar | Change Is A Team Sport

Bustle Digital Group | Modern Storytelling for Bustle Digital Group

Dean & Deluca | Connected Physical and Digital Gourmet Grocery Experiences

adidas Running | Bringing In-The-Moment Running Experiences to Boost Product Discovery

Vogue | A Fresh New Look for Vogue.com

The Commonwealth Fund | Rebuilding a 100-year-old Foundation for the Next Century

William Hill Estate | Putting Chardonnay on Trend

adidas Originals James Harden | Launching the Next Chapter in Adidas Basketball

Scarlet | Launching an On-Demand Healthcare Offering During a Pandemic

National Council on Aging (NCOA) | A Personalized Digital Experience for America's Older Adults

Xywav | A Flexible Component Library for the Jazz Brand

Mailchimp | Launching the New Digital Home for Tomorrow's Filmmakers

MetLife Investment Management | A New Platform for the Industry Powerhouse

The Venetian | Redefining Luxury in Las Vegas

Nexstar Media Group | Helping 130+ Local News Stations Transition to Digital

Mailchimp | A Digital Platform for Emerging Writers and Creators

Giffords | Launching a Powerful Resource to Spark Action on Gun Violence

Xerox | Making Now Work: A New Campaign for a New Time

Theodore Roosevelt Presidential Library | Defining the New Digital Museum Experience

Input | A Brand New Destination About Technology in Our Lives

Nylon | Re-introducing an Iconic Publishing Brand

Sky Italia | A Modern Digital Experience for the Italian Media Platform

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Continue toSays a LotThe Things We Make

Says a Lot —

Latest

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here

News — 

Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

News — 

The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'

News — 

ESPN | Washington Commanders: Inside the NFL franchise's search for a new nickname and logo

News — 

The Washington Post | Becoming the Commanders: How Washington's NFL team found its new name

News — 

Ad Age | Washington Football Team Becomes the Washington Commanders

News — 

The Washington Post | The Washington Football Team's 18-month rebrand was extensive. Now the hard part begins.

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions