adidas Superstar

Change Is A Team Sport



From Run DMC to Kareem Abdul-Jabbar, the iconic Adidas Superstar has always been a shoe worn by those who changed the game. To celebrate its 50th anniversary, we developed a campaign that rallied an all-star cast of today’s change makers to inspire the next generation of game changers.

Through collaborative media, tech and creative planning, consumers were invited into the worlds of people creating change across the global. The experience spanned the end-to-end consumer journey and helped seamlessly move consumers through to conversion.

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An Immersive Experience

An interactive AR team mural connected in-store, print and out of home to an immersive digital world. All consumers had to do was scan their phones over any Superstar team members and have an augmented reality powered dialogue with the celebrities featured in the campaign.

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History Through Storytelling

An ever evolving publishing hub featured in depth editorial around grass roots change movements like the LA’s Compton Cowboys and France's LGTBQ+ skate group Skateism. Throughout the experiences, the shoe’s 50 year product history was woven into the narrative balancing both ecomm and storytelling.

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Measurement & Results

Continual optimization and targeting created a personalized route to conversion for consumers. By creating a seamless route to .com, on launch week alone, .com traffic exceeded benchmarks by 314%.

Extensive KPI and benchmark tracking enabled us to gain a deeper understanding into what type of content or change making talent performed best for .com conversion. Content targeting was then optimized to these findings in order to help strengthen the conversion journey for the brand’s largest commercial release in its history.

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Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

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  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Evolving E-commerce to Fit Modern Audiences

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

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

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Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

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  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems
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  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List
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Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

All Work


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