Over recent years, adidas Originals operated its PR function exclusively in house, but in early 2019 decided it was time for a change.
Knowing they needed an agency hungry for success and experts in the sneaker category, they drew up a list of preferred agencies alongside a single wildcard entry – W Communications.
Why were we wildcards? Because we didn’t immediately fly the flag of streetwear and sneaker culture but did have the creativity and passion they so desperately craved.
Following a highly competitive pitch process, we won. David conquered Goliath – muscling our way onto one of the hottest rosters in town and becoming Originals agency of record.
Just 10 days after our appointment came the biggest sneaker drop of 2019 and we found ourselves thrust into the spotlight at the forefront of a multi-agency campaign that spanned PR, experiential and social media.
Our task was to take the returning Nite Jogger shoe to media and influencers specifically outside of traditional sneaker and fashion titles. Inspired by the product’s specific after dark detailing, we quickly crafted a strategy that focused on leveraging the creativity of London’s night-time creators to help us with building a Nite Jogger narrative.
Combining a creative and agile approach to media relations content strategy, the shoe rapidly became the go-to – spotted on the feet of footballers, Grime’s biggest stars and fashion’s most influential media, driving 90% sell through on adidas.com in just three short weeks
Time to draw breath.
For the Ozweego drop we took the chance to dramatise the shoe through a social first product drop that would set Instagram ablaze. Originally concepted in ’98, we decided to run with this as a creative strategy, uncovering the very first mp3 player hit the streets and the proliferation of Garage music hit the mainstream in the same year.
Bringing these insights together, we were able to tell a detailed product story in an entirely new way for adidas – hacking ‘98 style mp3 players to become sought after invites to an ‘illegal rave’ behind closed doors in the Brick Lane store.
Heralded by The Sole Supplier, one of the scene’s toughest to please as ”the sickest drop invite he’s ever received” across eight individuals Instagram Stories, we knew we were on to a winner.