ADIDAS by STELLA McCARTNEY

Do less but mean more.

The sports industry is about maximum effort, the extremes of performance­, blood, sweat, tears, and an absolute focus on the individual. For SS18 we took a significant strategic step by moving our thinking from campaign-led to experience-led, turning this thinking on its head and driving towards a more sustainable and collective approach — about what happens when we focus on collaborating together.

We’ve been innovating materials, products and experiences to provide a more progressive and sustainable brand offering and experience.

The campaign focused on having less impact in the environment. Innovative approaches were used to ensure that less waste is produced, less emission is caused and less travel is incurred. The activation allowed the consumer to experience a virtual welcome by Stella, virtual workouts, interactive animations and our holographic takeaway.
SS18 with a sustainability focus.

Teaming up with Bandier in NYC, the focus on the campaign was to empower people with an innovative approach to fitness, improve health through activity and inspire action by offering virtual classes.
Virtual workouts.

Innovative techniques were central to creating a collection and fitness experience, which has less impact on the environment. Cutting-edge hologram technology allows us to transport knowledge without travel emissions.
Collection preview.
Digital invitation to event
AW19 in London