When Run DMC and A-Trak collaborated on a track for the Adidas Originals S/S collection in 2013, Adidas spotted an opportunity to engage their fans and reclaim their iconic position as the original street style brand.
Capitalising on the opportunity we created a global social activation that would have hip hop fans express their own creativity: Drop A Rhyme, the first ever global Instagram rap battle. Fans across the world were challenged to Insta-video themselves rapping over the Run DMC and A-Trak record, and share it for the world to see. Combining the hunger of hip hop fans to share their talents with their love of Adidas Originals, it quickly became a platform to help reset the brand as a leading player in streetwear, with strong appeal for millennials.
Translated into 16 languages, the campaign ran in 19 countries ranging from Russia to Brazil and London to Hong Kong. Supported by local live events and promoted on social media during the six week campaign over 200 unique fans took up the challenge, posting their raps for the millions that make up the Adidas Originals Facebook community, plus many more, to see. Brand engagement across the Adidas Originals social channels soared.