Adidas relaunched one of their best-selling shoes of all time - the Stan Smith. We built a campaign around the shoe’s iconic ‘Endorsed By Stan Smith’ tongue label. We created a Twitter competition in which Stan himself invited fans to see themselves on the Stan Smith tongue label by tweeting a selfie with the hashtag #StanSmith.
A global team of designers then worked around the clock for 5 days, turning people’s images into bespoke Stan Smith tongue labels. One lucky winner per day received a pair of personalised Stan Smiths.
The popularity of this competition far exceeded expectation. We processed over 24,000 tweets during the five day activation and tweeted nearly 2,000 bespoke tongue graphics to fans. During the week of the activation, the adidas Originals twitter feed alone picked up 13,000 mentions and over 15,000 new followers, smashing previous records on both counts.
Role: Creative Lead
