Unboxing Legends
Adidas. Senior Writer
To celebrate adidas Originals’ 70th anniversary we went big by going small.
Social Video
A tribute to the obsession of sneakerheads everywhere, we created an impossibly rich shoebox diorama that tells adidas’ story of transformation: how culture latched onto the sports brand’s shoes, and gave them their own meaning. Sport to street. Basketball to B-boys. Tennis to fashion. Culture’s love made adidas Originals into classics.
Bumpers
We highlighted and expanded a handful of iconic moments of adidas history for bumpers to precede the film in social.
Stan Smith
The OG.
Kareem
A giant on the court.
My adidas
When clothes became culture.
Response
This social film got a huge positive response when it debuted on Twitter and Instagram. It was an Adage Editors Pick, and was noteworthy for resurrecting a forgotten “Golden Age” joint, “Egypt, Egypt.” Along with Dominic Orlando and Opinionated, we worked with House Special to create bespoke toys and one-of-a-kind figurines, resulting in a shoebox diorama that could only exist in the imagination of one of adidas’ greatest fans.
