Adidas
Superstar 50
Adidas
Superstar 50
A Hype Generating Celebration Of An Icon
Objective
Celebrate the 50th birthday of the iconic Superstar, a sneaker that has been on the feet of cultural change-makers for five decades. Our task was to maintain its relevance in 2020 for a fashion-focused Gen Z audience, as part of the wider ‘Change Is a Team Sport’ campaign.
Strategy
Hyperactive identified the role of gender within fashion as a topic in the midst of change. We assembled a superstar group of collaborators – including ASOS and Highsnobiety – each of whom influences the way that we define gender, to curate a futuristic immersive trip into its role within fashion. The Superstar remained central as the most fluid and adaptable shoe ever.
Campaign
The highly-styled, immersive, fashion-forward 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. All traditional constructs were deconstructed. A fashion show with no runway, performances with no stage, drinks with no bar. The event included a panel discussion livestreamed on Highsnob, featuring Boy+Zero as co-hosts, the fashion designer Bethany Williams and ASOS style influencers.
Insights + Strategy | Creative Concepting | Campaign Planning | Experience Design | Irl Production | Social Content Creation | Talent Collaborations | Brand Partnerships | Media Relations
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