adidas / Choose to Give Back
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adidas / Choose to Give Back /
Context
adidas wants to reduce new material waste, but it’s also a huge player in the hype / fashion / streetwear universe, which is full of subcultures that are often defined by the very concept of newness and freshness.
Insight
Consumers are clued in
on climate change and its impact, so the problem isn’t awareness. It’s motivation. We needed to make new and recycled feel indistinguishable from one another.
Campaign
A first-of-its-kind sustainable sportswear pop-up that accepted out-of-use clothing (including our competitors’) as currency in lieu of dollars and cents.
We partnered with seven climate-conscious creators - Theophilio, Beepy Bella, Ji Won Choi, Eva Joan Repair, Frankie Collective, Basketcase Gallery, and Tyranny & Mutation - to build a capsule that featured goods created via the various signature sustainable design processes of each designer. The collection was then captured with lookbook content used to promote the campaign.
The creative direction for all campaign assets (lookbook, the promo film above, event decor, etc) was ‘what was old is new again’; every piece of content was created with or out of pre-existing / recycled materials and content.
Each recycled clothing item was then made available for purchase at the pop-up by trading in weights of old clothing from any brand, which we recycled responsibly on their behalf through a partnership with thredUP.
Impact
The campaign generated 1.89B earned impressions alongside 1M views on partner content. A line formed at 6AM, the collection sold out in under 2 hours, and, most importantly, 2500 lbs of clothing were responsibly recycled.
Production credits include WORKS.Studio, Eventure, Andre Bato Films, our fashion design partners, and more.