WORLDWIDE STREET STYLE GODS
Once adidas set their brand-wide goal to continue being the “leaders of style and culture in both sport and on the streets,” Subjekt was given the green light to develop the strategy for their Snow category. Involving all product and teams in a cohesive way, we developed and executed the creative direction for the full snow season across the entire category, globally.
Art Direction and Design
FULL CATEGORY ATTACK
After building one of the best teams in snowboarding over the recent seasons, adidas 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. This yin and yang seamlessly supported eachother, with one cohesive treatment unifying everything as unmistakably adidas Snowboarding.
With structure in place, we moved on, forming the creative direction that would continue to position adidas as the leaders of style and culture from both a team and product perspective. Contemporary and style-driven, with a minimal design aesthetic and strategic use of accent color, we created our foundation to compliment our bold, personality-driven photo direction.
With such a large task, efficiency in production was key to success. By assigning product to team riders at the season kickoff we were able to gather assets from the team as they naturally tended to their individual priorities. This helped us ensure a natural capture of the team riders in the product through our channels and theirs, as well as through various media partners.
We produced both product-focused and action assets, the backbone of our brand campaign, during a single shoot window. We brought a full media team including Cole Barash, Brandon Kuzma, and Colton Feldman, along 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 its riding terrain, Oslo was the perfect place 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.
Taking their findings that savvy customers were searching for specific products and collections online, adidas was pushing the direction that “the PDP is the new home page” by linking straight to products directly. We created enhanced landing pages for each product, giving them their own focused homes on the web. We elevated these PDP pages with an assortment of assets typically reserved for feeds and print.
A complete social rollout for the entire snow season 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 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.