We worked closely with the client team in the development of the adidasStellaSport brand and social strategy, with the overall ambition of empowering StellaSport girls to take creative ownership of the collection and make it theirs.
After establishing a clear and validated strategy, we began to ideate and execute against the strategy. The activation began with the creation of a suite of global digital content in the style and, on the platforms, our Gen Z target are playing.
We also launched an initiative to work with a series of culturally relevant influencers over the coming year, each of which are commissioned to express their point of view through the creative medium of their choice.
A comprehensive social toolkit and calendar of assets was supplied to adidas Stella McCartney and the various local markets across the world. It covered off the key stages of the drop with teaser, pre-launch content to build hype and post launch content to generate conversation.
The first of our influencer commissions was a printed Zine created in collaboration with Lotte Andersen – the creator of Maxilla, a West London sub culture zine.
The scrapbook style paper interviews empowered creative women and explores how they interpret and use the adidas StellaSport range. The final pages of the Zine were produced live by Lotte in a pop-up studio during the adidas StellaSport Topshop event and featured the performing artist, Charli XCX.
We took over the Oxford Street Topshop digital window for the 5 days leading up to the adidas StellaSport event. By merging the bold, energetic campaign art direction with a lo-fi glitch gif treatment that is on trend with our youthful target, we created a daily changing video that generate a hype around the upcoming drop and event.
Amplifying the Hype
A social toolkit with the required assets was supplied to TopShop to use on their owned channels. It allowed them to build more pre-event hype whilst activating a bespoke competition that gave their fans a chance to attend the event as VIPs. These toolkits where also supplied to other key stockists (Urban Outfitters and JD Sports) with competition and assets tailored to their requirements.
On the Night
The Topshop Oxford Street event space was decked out to recreate the vibrant urban playground and culturally relevant performers were selected. The event-goers explored the collection and used branded cards to share what being an #ActionGirl means to them across their social channels. The event featured a live performance from Charli XCX, a DJ set from Iris Gold and House Suarez took to the stage to vogue.
Super Fast Social
We also setup a popup Clubhouse Studio backstage at the event to run an Instagram Takeover. Our team shot, processed and published content live at the event in such a way that the adidasWomen Instagram account was dominated by adidas StellaSport. Celebrating the launch on the ground with the Action Girls.