Remixing the past to create the future

adidas
Marketing
Strategy
Activation
Retail

Opportunity

adidas’s "made Originals" campaign demanded a finale that would be both a relevant cultural moment and a celebration of the brand’s heritage. Centered in London, the city needed to permeate the experience.

Approach

tms set out to create an experience that would fully immerse adidas’s community in a brand world that was more than just a party. We mashed up the past and present by paying homage to iconic brand moments while partnering with local communities to show what "made Originals" means to them and to provide an authentic voice that resonates with Gen Z consumers.

Outcome

Taking over subterranean West London venue Ambika P3, tms transformed the space with a bespoke creative identity that celebrated the city’s aesthetic and vibe. The whole event was live streamed on TikTok, allowing the public to browse and purchase classic products. Working alongside key brand partners, Blondey McCoy and Gary Aspden, we conceptualized and brought to life a host of immersive experiences. These included exclusive product drops, customization workshops, skate demos, interactive gaming, digital competitions, and previously unseen archival exhibitions. Visitors were also transported to a digital representation of the "made Originals" world through a personalized 3D avatar and an exclusive FORTNITE world — playable alongside London gaming collective Black Girl Gamers. The two-day events came to an energetic close with performances from established British rapper slowthai, DJ collective GirlsDon’tSync, and South London rapper Che Lingo. We used the adidas CONFIRMED app as a digital "host" for the event, delivering hyper-local push notifications to inform attendees of what was happening, offer exclusive product raffles within the space, and manage all ticketing, and communicate pre/post event.

The team created a jaw-dropping experience giving Gen Z London the ultimate immersion into the world of 'made Originals.' adidas has played such an important role in shaping London subcultures around fashion, music, and sports. It was a privilege to reflect on this heritage and look to the future by collaborating with creators at the forefront of their communities.

Hannah Partridge

SVP Client Engagement, tms