Business Challenge:
adidas Originals' objective is to be the most influential sportswear brand in street culture. In order to move the needle in the UAE, they needed to foster a deeper cultural connection with their 'streetwear hound' target audience.
In order to engage this crowd, we knew that we didn't need to shout loud about the brand, what's more important is collaboration - providing a natural platform for them to create and express organically.
Campaign Overview:
To achieve this, we took the adidas Originals brand to the center of music and streetwear culture in the UAE, Sole DXB festival, and created Sole Street Station. Tapping in to London street culture (a growing trend in UAE), we brought the nostalgia of the London Underground to the streets of Dubai, creating an experiential showcase infused with music, art and fashion, and celebrating adidas' place in Arabic street culture with the festival crowd.
My Role: Creative Strategist (Dubai)
My role as creative strategist, was to take adidas’ overarching business objectives and tap in to cultural insights; creating a campaign platform on which to connect with the target market in their natural habitat. This included research, data analysis, planning, creative briefing, content management, copywriting, ideation and event programming.
Impact:
Over 15K footfall across the stand over 2 days of the festival
Significant social and press coverage across the region’s leading fashion media outlets: GQ Middle East, SneakersME, Harpers Bazaar, SportScene and GraziaME