adidas was about to release new versions of their most popular basketball shoes—the Dame 7, Harden Vol. 5 and D.O.N. Issue #2. But the assets they had for these shoes did not have the necessary personality to engage fans and drive purchases. They needed an agile partner who could quickly turn their standard static assets into engaging social content that would stop thumbs and sell shoes.
For sneakerheads, personality matters just as much as performance.
A pretty picture just wouldn’t cut it. The key to making these shoes shine was short video content with a slightly handmade feel. Too fancy or too flat, and the drops would be a bust.
So we made these shoes shine not with polish, but with personality. We took adidas’ static assets and turned them into baller-status video content that was as loud and colorful as the shoes themselves.
Web traffic from Instagram increased dramatically, and three colorways of the Harden Vol. 5 shoe sold out on their launch days. Additionally, content for the Dame 7 and D.O.N. Issue #2 shoe launches were shared by Damian Lillard and Donovan Mitchell on their respective personal social channels.
