WHAT IS…ADIDAS
My Team and I were tasked with educating & interacting with communities about ADIDAS new UNITEFIT apparel line & sizing system.
We discovered that In the last Decade our definitions for gender, Sports & Fashion have changed drastically. Skateboarding & Breakdancing have gone from outsider activities to being in the Olympics & Esports is the fastest growing sport in the world.
Through our research we came to the insight that…
“Gender, Sports & Fashion are all Fluid Concepts.”
With ADIDAS being the “Sport” brand, and our insight recognizing the fluidity in it, we came to a question and theme of our campaign “What Is Sport?”
We then focused on Skateboarding, Breakdancing & E Sports. All three began as counter culture activities, known for fluidity in form, style & community, have seen dramatic growth in the last decade
Skateboarding & Breakdancing are both new Olympic sports & E Sports is now the fastest growing sport activity in the world
After we found our sports of focus we created 3 activations based around them. First we proposed a skate video and collaboration with NY Based skateboarding & activist group BRUJAS .
Next ADIDAS would create the uniform for the Olympic Breakdancing Teams.
Finally Adidas would team with popular & diverse twitch streamers to create a channel on the TWITCH platform dedicated to the fluidity of gaming.
Lastly we proposed ADIDAS add an avatar to their app as a device to show the fit & sizing of the UNITEFIT line on the customers on body. The app would use current AR tech to scan the user and make a model of their bodies to try the pieces on.