When adidas needed a global campaign for its FW12 Originals streetwear, our answer was "all originals #represent: the crosswalk is the catwalk."
The 360-degree campaign celebrated street style on the most epic crosswalks in the world including Shibuya in Tokyo. Nicki Minaj headlined the spot and wrote Masquerade for us with adidas slang "shelve tops is on," a shout out to Run DMC's My adidas. Other Cameos included Jeremy Scott, 2NE1, Big Sean, Sky Ferreira, Derrick Rose and Kids These Days.
People could enter a group of friends online to #representyourcrew for gear and glory. In print, we snagged space in Hypebeast’s premiere magazine and other tastemaking press.