Reintroduction of Adidas Forum taps into NYC's past and present
Let's begin with a bit of sneaker history; the original Forum was released in the 1980s as a top basketball shoe.
Recently, Adidas revamped and redesigned the shoe for today's culture.
ALT TERRAIN was enlisted to support this super creative product launch activation by Grow, a digital agency renowned for working with pioneering brands.
A vintage city bus from the 80s, branded inside and out with Adidas Forum visuals, was the centerpiece of the creative marketing campaign.
In Brooklyn, Adidas arranged a tour of vintage clothing shops with Gen Z New York City fashion influencers.
Influencers shared outfits that complimented the new Adidas Forum shoe during the one-day activation.
Adidas Forum: A Symphony of Nostalgia, Empowerment, and Conversation
1. Bridging the Past and Present: The activation masterfully weaved together the nostalgic allure of the 1980s, the era that birthed the iconic Adidas Forum, with Gen Z's contemporary fashion sensibilities. This fusion of eras was eloquently expressed through the activation's centerpiece – a vintage city bus. This nostalgic symbol not only paid homage to the shoe's enduring legacy but also resonated with fashion-forward perspectives.
2. Empowering Influencers to Co-Create: The activation challenged the conventional influencer marketing approach, where influencers promote a product. Instead, Adidas empowered Gen Z fashion influencers to take center stage by curating outfits that flawlessly complemented the Adidas Forum sneakers. This empowering approach allowed the influencers to showcase their unique style and creativity, while simultaneously adding value to the Adidas brand.
3. Leveraging the Power of Authenticity: The activation recognized the immense power of word-of-mouth marketing, understanding that the most impactful conversations about a brand come from its consumers. By encouraging influencersto share their experiences and style creations with their followers, the activation tapped into this powerful force of authenticity. This strategy generated organic buzz and excitement, extending the activation's reach beyond the initial participants. This fostered a wider conversation about Adidas Forum's reintroduction.
If you seek to craft a marketing campaign that captures city culture and resonates with today's discerning consumers, look no further than ALT TERRAIN. Share with us your ideas and goals for a complimentary experiential marketing plan.