adidas x Foot Locker Women Home of Classics
CHAMPION HER. INSPIRE HER. SHOW HER YOU SEE HER.
The ask: create an adidas x Foot Locker Women platform to celebrate original women and their communities, across a unified brand platform and three-month timeline. Pull at the emotions that draw consumers into the unique, collective memory of adidas’ Originals Home of Classics footwear. And establish adidas Originals as the footwear of choice for Foot Locker Women’s core consumer. Easy, right?
Partnering with select influencers who each have a distinct point of view was a crucial part of the campaign strategy. Singer/songwriter Ari Lennox (404k followers @arilennox), Brand ambassador/lifestyle guru Chinae Alexander (149k followers @chinaealexander), and Athlete/DJ/Activist Liz Cambage (201k followers @ecambage) served as the perfect icons to inspire, educate and encourage creation with adidas.
The brand platform #HERCOURT struck the right tone. Her Court is created by women to give others like them a place to express themselves and celebrate those who inspire them. A place to develop a stronger sense of self, and to encourage others to do the same. The creative direction leveraged the court origins behind Stan Smith and Superstar heritage – and was unapologetically feminine and fierce.
Continuing the multimedia component of #HERCOURT, Chinae Alexander hosted Press Send live from the Washington Heights neighborhood store in NYC. Providing consumers with a one-of-a-kind podcast experience, guests submitted questions pre-event which were answered via an intimate, live discussion with Chinae and two guest influencers: Manhattan-based entrepreneur, hotelier and DJ Hannah Bronfman (608k followers @hannahbronfman) and content creator, model, fashion and lifestyle expert Micaela Verrelien (42.5k followers @ micaelaverrelien). Two additional zones of activities (shoe customization and a nail bar) built on adidas’ positioning as an everyday shoe for creative fashion, created hype/impact/awareness through social channels and encouraged sell-through with customization.
