Adidas Icons
Concept
To celebrate two of the most iconic shoes of adidas that have stood the test of time – the Superstars & Stan Smiths.
We brought together a host of different artists to pay homage to the iconic shoes while recognizing that ‘Icons aren’t born they are made’.
strategy
Paying homage to the Stan Smith and Superstar shoes, the event saw a two-phase celebration hosted at an 11,000 sq. ft. art gallery.
11 installation artists, 4 music acts and 2 culinary start ups all came together to create an event that changed the way Mumbai looks at brand events.
Execution
The evening began with an art showcase of 11 great artists from the country where they created artworks using mediums that varied from pencil lead carvings to tress branches.
The latter half of the evening turned into an after party where sneaker-heads and Adidas enthusiast were invited to enjoy iconic tunes associated with the shoes launch eras. All the while tying back to the strong brand history that is attached to Adidas.
– Introduced unconventional venues for brand events to Mumbai.
– The event saw a first ever culmination of artist across spaces coming together to highlight the theme of ‘Icons aren’t born, they’re made.’
– Social media platforms were also leveraged to add digital legs to the experience.
– Helped educate audiences and build interest around iconic Adidas originals : Stan Smith and Superstar shoes.