Y-3 x Virgin Galactic

ROLE: GLOBAL PROJECT LEAD AT ADIDAS We took hand-selected editors on a once in a lifetime experience – a private journey from the Virgin Galactic development facility in Mojave to Spaceport America to be the first in the world to see the prototype flight suit- delivering extended editorial across three key media sectors: design, style and tech. We created a raft of powerful content, including a launch film, imagery and cinemagraphs, delivered widespread global coverage. All content was all underpinned by a central creative identity of fusing space, light and shade, presenting the story in a visually compelling way whilst providing creative consistency across assets. Media sentiment around the announcement was overwhelmingly positive, with many leading titles referencing Y-3 as the only brand capable of such a forward-thinking partnership. RESULTS -270+ pieces of editorial coverage, from titles including VOGUE, WWD, GQ, New York Times, Dezeen, Design Boom, Mashable and Esquire - 34 markets generated coverage - 3,015,527,1961 combined circulation of coverage - 3 target media partners – PSFK, Wallpaper* and Hypebeast – each publishing extended earned editorial across online and social - 6 page print piece in Wallpaper, featuring expansive brand content and multiple brand references (including front cover of Wallpaper magazine) - 90,000,000 social media impressions generated through over 19,113 mentions from platforms including i-D, BBC, Yahoo and CNN