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HYPEFEST X ADIDAS ORIGINALS X NEVER MADE

 
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01

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.

 
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02

EXECUTION 

 

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.

 
 
 
 
 
 
 
 
 
 
 
 
 
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03

RESULTS

 
 

The Iniki x 4D Sold Out in Seconds


 
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