GOODBYE
GRAVITY

ADIDAS X CHAMPS

MULTI-CHANNEL NATIONAL CAMPAIGN

AGENCY | dotdotdash

ROLE | creative strategy

OVERVIEW

adidas teamed up with the International Space Station to study Boost technology in space. And to bring that story to earth, dotdotdash partnered with adidas and their retailer Champs to create a unique multi-channel campaign. Centered around engagement, the Space Race campaign connected the Champs Sports consumer with the brand through interactive and shareable content featuring Packers running back Aaron Jones.

ROLE DETAILS |
creative concepting
stakeholder engagement
interactive strategy
consumer insights
channel strategy

THE PROCESS

Working closely with adidas and Champs, we dove into the consumer and their culture, identifying the right story and channels to connect with them and drive engagement. It was important for both brands to be represented equally and for all touchpoints to drive sales of the NMD during the busy holiday season.

CHALLENGE

Our Gen Z audience grew up with space stories, from internet memes to international news, to Elon Musk launching a Tesla into space. Our challenge: How can we bring them a story that gives them a fresh take on space?

INSIGHT

Gen Z prioritizes self-expression and creativity, utilizing their pop culture aesthetic as a key storytelling lens. They celebrate self-identity and multifaceted interest, encouraging one another to be their authentic selves.

OPPORTUNITY

Give our consumer space to express himself, a playground that reflects the essence of his multi-dimensional interests, a sneakerhead paradise built just for him.

THE CAMPAIGN

Our multi-channel campaign was designed to bring different story elements forward across each channel, creating a dynamic creative ecosystem for our consumer to explore and play.

CREATIVE DIRECTOR | fernanda navilli

DIRECTOR | jesse vinton