adidas team ups
Agency: TBWA SingaporeClient: TBWA Singapore
Summary statement
adidas originals is a well-established brand in the Singapore fashion market. This time, they needed to launch the latest ZX series of sneakers. The industry-accepted way to do this is to simply buy credibility by sponsoring a major celebrity or event, and activating that sponsorship with a big investment in media. But adidas didn't have the budget for a major sponsorship or TVC launch campaign.
adidas needed to connect with the youth audience in Singapore, but in a real way: the 'cool' that they were going to...