Objectives:
· Create awareness and credibility by supporting adidas Originals in claiming cultural leadership and positioning as an iconic sportswear brand for the street
· Increase visibility in relevant media across platforms, highlighting adidas Originals as the ultimate fashion brand for the street
· Increase traffic and intention to purchase at POS
Idea:
India is witnessing an ever-changing scenario when it comes to the youth of the nation. Today, they are breaking the shackles of confinement and embracing their true calling.
By using #stampyourstyle, adidas Originals will fuel these uber talented youngsters to get into the drivers seat and spread their uniqueness across India, and then the world.
By tapping upon several social media touch points and on-ground opportunities, we aim to make adidas originals the new ambassador of creativity and expression in India.
Scratch Video:
Stamp Your Heritage:
We aim to get a hold of the strongest cultural/art elements from the major states of India (by asking users to vote over FB/Twitter), and create limited edition adidas Original gear using them by collaborating with new age designers. Worli (Maharashtra) inspired sneakers; Madhubani Painting (Bihar) inspired clothing and so on. This ensures that the spirit of the youth blends seamlessly with India’s rich artistic past.
Concept card:
Stamp Your Identity:
Since the adidas Originals line is already extremely customizable, we will add another leg to this brilliant device by creating an app that allows users to create ‘original’ cloth patches. Users can choose designs, colours and slogans that resonate their personality and then head to an adidas store to get these patches sewed into their next adidas Original purchase.
Concept card:
Similarly, we created several different engagements that encapsulated the spirit of the youth, while entwining the adidas Originals brand philosophy.
