To get people familiar with using the miAdidas customisation platform, we set up a global sneaker swap. Design a sneaker for free, share the design with the #, and add a few words on the inspiration.
adidas chose the best designs to be swapped around the world. Winners would receive someone else's miAdidas sneakers for free, and they'd get yours. A fun global piece of style philanthropy, and a way for global sneakerheads to connect. Judging from social reactions, there was a lot of joy in opening the package to see what the sneakers looked like. Most recipients called out their designer to thank them!
To activate this campaign some celebrity and influencer sneaker designs were thrown into the mix as well - DJ Neil Armstrong, drummer/producer Daru Jones, actor, director and screenwriter Noel Clarke, photographer Oliver Rath, food personality Eddie Huang, and traveler/photographer Jenah Yamamoto.
Sharing sneaker switch images was made easy with a paper frame and instructions in the packaging. Most people used the frame to create a global standard image to show off their new sneakers.
2,361 entries. 150 pairs of sneakers were switched. 361 sneaker images shared.
Role: Creative Lead