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.
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.
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.
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.