Y-3 SPORT Launch

  • Vicky Beercock

Task Y-3 SPORT marks the latest evolution in the highly innovative collaboration between adidas and Yohji Yamamoto. As the brand that pioneered the sport-style movement, the launch had to guarantee authenticity and credibility, appealing to the uncompromising Y-3 consumer while achieving widespread global visibility. Concept We introduced Y-3 SPORT through a strategic creative collaboration with like-minded cultural power-house, i-D magazine. The ‘There Are No Rules’ campaign featured a focus on current youth culture, presenting raw energy fused with high-fashion references and directional styling, establishing Y-3 SPORT with a truly provocative point of view. To reach a global audience through the i-D network and beyond, we created a sustained campaign featuring three key stages: content creation, a launch event and a globally syndicated print editorial. Acclaimed director Nathalie Canguilhem created a visually arresting short film and campaign imagery which debuted through i-D’s network before being utilised for broader coverage generation. Our launch event was hosted by i-D founders Terry and Tricia and introduced Y-3 SPORT to some of the fashion world’s leading tastemakers. A globally syndicated extended print editorial featured an exclusive interview with Yohji Yamamoto Each stage was underpinned by digital and social support throughout i-D and VICE’s global networks. Results 12 million global reach across i-D and VICE networks alone 33 million social media impressions throughout the launch phase 15 markets generated earned media coverage using collaboration assets 587,074,135 combined readership of earned media coverage across titles including WWD, Hypebeast, High Snobiety, GQ, Esquire, ELLE and L’Officiel 8 page print editorial published in i-D across 10 commercially key markets 1 launch event hosted by i-D founders Terry and Tricia and attended by guests including Alastair McKimm, Ruby Aldridge, Andreja Pejic, Molly Blair, Dilone, Josh Olins and Collier Schorr.