The adidas Collectors Project brought five of the world's most dedicated and knowledgeable three stripe collectors together at adidas global HQ in Herzogenaurach. Visiting Adi Dassler's home, the Scheinfeld prototyping facility and the legendary archive, they exchanged knowledge and stories with adidas in return for a once-in-a-lifetime opportunity; a chance to rework their favourite archive shoe for an extremely limited retail release.
Before joining the collectors in Germany to document the project, we also visited them in their home towns of London, Berlin, New York, Tokyo and Turku in Finland. As well as shooting nearly 300 pairs of rare shoes for adidas's History, Archive and Design teams, we produced a series of films about the collectors and their involvement in the project. Once the project was complete, we produced a suite of supporting assets including concept photography, animated gifs and Instagram video edits. These were delivered to local markets in a bespoke toolkit which also featured in-store creative and supporting PR and product copy.
Our content dominated adidas Originals' social platforms for two weeks, generating nearly 300,000 likes on Instagram alone. Enthusiastic coverage from high-end sneaker and lifestyle blogs also helped drive nearly 50,000 views on youtube, as well as high demand for the limited product run.