adidas — Global Superstar campaign
My role
Development and global rollout of the campaign
The context
Bringing the Superstar, a 1969 shoe, back to life for a generation that never knew it. The classic and genuine icon exercise: relaunch it while making it contemporary.
What I did
- Co-creation of the core creative concept
- Briefing and coordination of the agencies: creative, digital, retail
- Synchronisation of global marketing functions: media, PR, social, retail, influence
- Collaboration with regional teams (Europe, US, Asia) and key partners, including Foot Locker
- Liaison with ambassador artists
What came of it
- 100M+ impressions worldwide, paid and earned media
- +40% Superstar sales during the campaign
- Press coverage in Hypebeast, Highsnobiety, GQ
- Flagship campaign of the season internally