The Challenge

Each year adidas delivers the Brand Day, which presents new marketing strategies and product lines for the upcoming year to adidas and Reebok wholesalers. Every year the same wholesalers attend Brand Day, so to avoid event atrophy adidas needed an exciting and provocative show to communicate their commitment and vision to be the best sports’ brand in the world.

The Approach

adidas started the ‘Here to Create’ campaign in 2017 and as a result had raised an army of creators. Using the concept ‘Creators Unite’, LORE fused together the campaign, the athletes, the consumers and the wholesalers under one theme fuelled by collective energy. Inspired by the adidas Brooklyn Creator Farm, where designers from all across the globe create culture, LORE divided the Brand Day experience into two sections: The ‘Designers’ Studio’ and the ‘Show Area’.

The Designers’ Studio focused on exploration, with inspiring idea boards and sketches alongside machinery and materials needed to make the sneakers and apparel. Attendees could pose for their own ‘Creator Photo’ and design their own branded tote bag prints. The Show Area was a raw arena made of metal scaffolding decorated in a patchwork of projection screens and campaign visuals like a giant scrapbook. After executive presentations, the audience were introduced to the world of a fictional storyteller and immersed in his relentless curiosity and fearless creativity. Like adidas, he is not confined by labels or boundaries, his mind is open as he deconstructs to reconstruct. Throughout the presentation, LORE choreographed stunning dance performances, fashion shows and sports demonstrations in multiple stage settings using movable studio desks to keep audiences constantly surprised. The adidas Brand Day was a day of inspiration and fun that reflected the brand image as well as the company’s undisputed sense of creativity and to top it off, the entire event was created in 6 weeks.

Event Photos