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ADIDAS SUPERSTAR x ASOS ADIDAS SUPERSTAR x ASOS

What

The world’s favourite sneaker is 50. The Superstar has been on the feet of cultural change-makers for 5 decades and our task was to maintain its relevance in 2020 as part of the wider ‘Change Is a Team Sport’ campaign, building hype among ASOS consumers.

How

Hyperactive identified the role of gender within fashion as a topic in the midst of change. We assembled a superstar group of collaborators, each of whom influences the way the we define gender, to curate a futuristic immersive trip into its role within fashion. The highly styled fashion experience featured non-binary models, krumpers, voguers and artists who defy labels, styled in Superstars and ASOS apparel with influencers creating fashion content live from the event.

Results

6 brand activations for the rule of six

New and emerging formats offer the ability to feel emotionally connected despite being socially distanced.

Read the latest report from Hyperactive HQ.