Adidas Originals X Alexander Wang

Adidas Originals and Alexander Wang partnered up for a highly anticipated second collaboration. Inspired by raving and cycling, the clothes were a tribute to NY street culture. So, we decided to launch the collection with the same approach: by paying homage to one of NY’s most iconic street characters, the dealer.

We spread posters throughout the city, featuring photos of the pieces of the collection and a secret phone number. To purchase the clothing, people had to text a phone number to buy and negotiate the delivery through a chatbot. The following day, bike messengers dressed in the collection made sure everyone received their orders.

Recognition: Adweek Best Campaigns Of The Year 2017 - Finalist, Clio Fashion & Beauty - Gold (x3) Silver (x1), Cannes Lions Creative E-Commerce - Bronze

Campaign

The lookbook, shot by Juergen Teller further expanded on the narrative, taking inspiration from a "dealers" lifestyle. It was broken down in 4 different parts and dropped gradually to increase anticipation for the collection.