adidas went to each city and collaborated with local runners to translate their needs into a shoe. Runners in Tokyo are different that runners in New York City and so should the shoes that they wear.
Taking from this, adidas created the AM4 (adidas made for) series, with the first of the series being the AM4LDN, a shoe tailored exclusively for runners in London. We then launched AM4PAR, which was designed based off an entirely different palette of needs.
Using the workshops as a guide, adidas sought to invite all creators, not just runners, to collaborate with the brand. A mobile container based off the principles of Speedfactory was built as a sort of maker lab or ‘creator experience’ designed to travel from city to city. Inside, consumers have access to tools for creation and data, as well as an in-depth look into the manufacturing process.
Consumers were able to post instant, shareable content from the activation.
We made all kinds of content for all channels—activation, social, retail, digital, out of home, etc.
Lots and lots of work so if you want to see the rest, hit me up and I’ll send/show you!!!
Check out the seriously cool site though.
New York City and Los Angeles coming soon.
Shanghai and Tokyo soon afterwards.