Our challenge was to create hype and awareness around the release of the customisable adidas mi UltraBOOST Xeno shoe.

The shoe initially dropped in-store in NYC before becoming available online in Europe and China. We wrapped the launch in an idea entitled 'From The Darkness' creating a shroud of mystery and promoting the shoes exclusive iridescent effect.

First we created an augmented reality experience embedded inside 'Xeno' cards. These cards were delivered to hand-picked influencers who could then experience, see and customise the shoe before anyone else.

We teased the drop across Intagram, Twitter and Facebook in a cryptic way before hosting an exclusive influencer event at the adidas NYC Fifth Avenue flagship store.

A full web version of the experience was created at adidas.com for anyone without access to the full augmented reality experience. The hype press went crazy for the shoe.

ADIDAS | FROM THE DARKNESS