Crosswalk
Group Creative Director / Sid Lee / Montreal
Adidas was riding the success of the“adidas is all in” platform.
adidas originals wanted to continue their evolution from a heritage/retro focused brand to a living/breathing contemporary, lifestyle brand, influencing, shaping and creating culture.
Understanding “the crosswalk as the new cat walk” created an energized, new space for youth culture to express their attitude, style and creativity.
From New York City to Tokyo, Rio de Janeiro to Chicago, originals like 2NE1, Nicki Minaj, Big Sean, Sky Ferreira, Kids These Days, Jeremy Scott and Derrick Rose led the party across world famous intersections.
The 360-degree campaign featured digital, retail, print, television and local activations. Google searches rose 300% and the campaign contributed to a 13% increase in global sales.
Director: Melina Matsoukas, Editor: Chuck Willis, Music: 2NE1, Nikki Minaj, Creative Directors, Sid Lee Amsterdam, Kris Manchester, Jean Francois Dumais, Charles Hall
Photographers: Day 19 / Claire & Jeremy Weiss Photography, Atiba Jefferson
