Our challenge was to establish the adidas MYSHELTER jackets franchise with urban consumers in global key cities.
To tell a story around the weather based credentials of the key MYSHELTER pieces (one Made for Rain, the other Made for Cold) we created a story around inter-city weather ‘beef’. Literally pitting Jimothy, a London based creator and Odalys, a NYC based creator against each other as they go about their daily business handling the elements in their respective home cities. We also took opportunities to dress other adidas creators in MYSHELTER to bolster the PR around the jackets to land the technical credentials of the product range which is only the second apparel franchise in the history of adidas.
We created a digital first campaign across adidas channels to land the ‘Own The Elements’ idea.
Year: 2019 | Credits:
| Agency: adidas Studio A | Director: Ryan Staake + Giorgio Bruni | Development Partners: Riff Raff + Pomp&Clout + Stink |
| Creative Direction: Paul Mann | Creatives: Robert Glad + Arran Jolly |