When relaunching the iconic EQT Basketball silhouette in Japan we had to deliver threefold:
1. Tell the story of one of adidas most defining FTW ranges born in the 90s and reborn for today's consumer.
2. Connect our young consumers to this story as well as engage them in the community of sneaker hea
ds too cool for HYPE.
3. Connect an offline activation to sell-through on .com with a limited target consumer base (this is a shoe for the select few not for a crowd)
The outcome was an event that not only had Tokyo Sneaker Legends like Kunii-san from mita sneakers educate press and community but also united a crowd of very dedicated and SNS savvy underground music fans and high level influencers in a setting where cultures got to mingle and enjoy each other without being harassed for a selfie or left in front of the door due to not being 21 yet.
The result: ECOM stock sold out without us ever spending a penny on digital ads ;)