WORLDWIDE STREET STYLE GODS
With the adidas brand-wide goal defined to continue being the “leaders of style and culture in both sport and on the streets”, Subjekt was given the green light, for their third season, to develop a strategy and execute what that looked like for the full snow season across the entire category, involving all product and team in a cohesive way.
Art Direction and Design
FULL CATEGORY ATTACK
After building one of the best teams in snowboarding over the recent seasons, adidas now leveled up their product range to accommodate. Complete with an updated offering of outerwear, a new mid-layer and soft goods range, and an expanded boot line, our first role was to create a seasonal marketing calendar and provide a tiered rollout strategy across all marketing channels.
PRODUCT + LIFESTYLE + TEAM
Our full 360 perspective focused on including the perfect balance of rider-supported brand product storytelling and unfiltered team driven riding content. Both sides of this yin and yang seamlessly supported the other, with one cohesive treatment unifying everything as unmistakably adidas Snowboarding.
With structure in place, we moved on forming our creative direction that would continue to position adidas as the leaders of style and culture from both a team and product perspective. Contemporary, style-driven, minimal design aesthetic and accent color usage, we created our foundation to compliment our bold, personality driven photo direction.
With such a large task, efficiency in production was key to success. Aligning product to team riders at the season kickoff to naturally gather riding assets as they went about their different priorities for the season helped us assure natural capture of team in the product through both our channels, theirs, and media partners.
Producing a single shoot window to create our needs of product focused assets and supporting action supplied the backbone of our brand campaign. We brought both a full media team including Cole Barash, Brandon Kuzma, and Colton Feldman, with a large group of the team and the entire product line to Olso, Norway.
A globally recognized location for both its architectural aesthetic and it’s riding terrain, we set the stage for our vision to unfold. The team was captured over the course of their filming trip with a fully authentic perspective, and the production team were sharp in making sure all product and brand needs were fulfilled along the way.
adidas was pushing the direction that “the PDP is the new home page”. Taking their findings that savvy customers were searching google more for specific products and collections, and linking straight to the products directly, we created enhanced landing pages for each product to give them their own focused home on the web. We elevated these using an assortment of assets typically reserved for feeds and print.
A complete social rollout for the entire snow season which highlighted each product individually and gave a unique look at the assets across IG feed, story, FB, and twitter. The social rollout calendar was choreographed with product drops that connected to specific riders. Each rider had unique assets to post on their own channels ensuring people never got the same experience more than once, giving more of a lifestyle/brand feel to a very product focused rollout.
Our team video “Hopes of the Highest” showed the team doing what makes them the best; a mix of next-level backcountry, jumping and street riding from their season of filming missions. Our creative crossed all channels including retail, digital, social, dotcom and print.
what else is there to say?
Hell of a season. Hell of a ride. Hell of a team.