As streetwear and athleisure markets continue growing, adidas found itself falling behind in the cultural conversation and needed to create a new community while scaling consistent creative ideas locally and globally. In a world where culture is shaped by people from the bottom up, we cultivated a global community of sneakerheads, rebuilt our community of lifetime fans and attracted new fans by giving them a platform to authentically express their passions.

We created hyper-localized connections to win
with communities and subcultures. Each experience serves as the impetus for different communities to come together. These culture-forward activations not only generate hype, they also help build credibility among passionate interest groups.