Our challenge was to create campaign content to aid the shift of the whole adidas operating model from retail and wholesale first, to mobile and digital first.
We did so by shifting the focus for the brand to DTC ‘direct to consumer ‘ by utilising owned channels including adidas.com, adidas flagship app, CRM, social media and (digital) retail. The scope for projects arrived with a bang in 2020 and with every month that passes, they are becoming more of a focal point as the adidas business heads toward its 2025 growth targets. DTC is front and centre of everything the brand stands for and encapsulates numerous retail peaks and moments throughout the calendar year.
We created over thirty campaigns under the adidas Originals DTC umbrella. Below are just some of the highlights to date including adicolor FW21, adicolor SS21 + adidas Originals by Paolina Russo.
Year: 2020+2021 | Credits:
| Agency: adidas Studio A | Photography: Laila Cohen @ Czar, Aidan Zamiri @ Object+Animal |
| Creative Direction: Paul Mann | Creatives: Wilf Eddings, Robert Glad, Rachel Sato-Banks, Constanze Bilogan, Etoro Umoren, Kwame Wilson, Sam MacKrill |