The sneaker market has gotten extremely crowded making it difficult for new shoes hitting the market to make an impact. Adidas was launching the Never Made collection: mismatched silhouettes that blend the future and the past into one. We needed a way to create hype around launching 22 shoes in a collection that connect shoes from the past with soles from the present.
To launch the adidas Never Made collection, we opened the experience to our social audience. Live at the Never Made Cobbler Shop, we captured a real life cobbler and shoe customizer, Jack the Ripper- create a shoe by leveraging instagram live, Instagram polling, instagram Q&A, and instagram stories. We crowd sourced the design of the shoe and the name.