(づ ◕‿◕ )づ。:゜ ♡。

In December 2015, adidas revealed Speedfactory—a faster and more localized factory—and in October 2017, kicked off of a 12 month ‘global co-creation experiment’ to launch in six key cities: London, Paris, New York City, Los Angeles, Shanghai, and Tokyo. This experiment sought to test Speedfactory’s capabilities to keep up with human creativity. 




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.



London Launch

Paris Launch





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.



Credits

Creative Direction: Nick Cline 
Creative Lead: Anne Coté
Art direction: Anne Coté, Angela Bac, Stevijn Van Olst
Design: Angela Bac, Stevijn Van Olst, Tony Bartolucci, Marloes Van Dijken, Gaby Poelmann

Project Management: Julien Lauret, Samara Van der Valk
Comms Team: Jochen Haase, Stephane Virnaud, Emily Chang, Ina Stegmann
Creative Producer: Katarina Pepichov

Digital Partner: RESN
Online Site: RESN, Stevijn Van Olst, Hans-Eric Noyons

Film: Stink Studio
Video Editor: Julien Maingois
Animation: Stevijn Van Olst, Dario Cavaliere
Photography: Jan Van-Edert
Photo Retouchers: Ferdy Harmsen, Loupe Studio

Consumer Activation Agency: RESN
Consumer Activation Production: Fiction Factory
Retail Agency: Tom Cat


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