The Challenge
Coming off of a very successful 2021 Pride campaign, take on a larger role in showcasing the stories of the LGBTQ+ community and allies across adidas retail and online channels. Ensuring consistent storytelling throughout retail, create a modular and connected in-store experience that guides consumers from entry to conversion and seamlessly links to digital.
The Insight
To celebrate true inclusivity and ensure stories reach a wide audience, the campaign must not only speak to the full breadth of the LGBTQ+ community, but also to allies.
Strategy
Build off of last year’s success and align with adidas' larger purpose strategy (Make Sport Equal). Showcase the brand's optimistic attitude by bringing visibility to the many voices of the LGBTQ+ community. Use insights from the Pride Pack product (designed in partnership with queer Australian designer, Kris Andrew Small) as inspiration and call attention to the barriers the LGBTQ+ community still face today by highlighting the people that continue to push society forward with their Impossible is Nothing mentality.
Creative
Working with a compressed timeframe we concepted and photographed all the visual assets for the campaign, developed the global toolkit, adapted tools for North American flagship and elevated retail doors, designed and produced product seeding kits and created videos for the global and North American markets as well as the 5th Ave flagship store.
GO TO MARKET:
We created countless assets within our concepts and, combined with toolkits, developed extensive content and presentation solutions across adidas retail. Reflecting the brand's investment and support of Pride initiatives, North America adidas employees also participated in our campaign and appeared in photography and video across retail and online touchpoints.
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