Brand: adidas Originals
Lead agency: Johannes Leonardo
Effie awards category context
Following a record-breaking 2015 that made their iconic 'Superstar' the best-selling shoe in the world, adidas Originals bet its business on expanding beyond retro-cool heritage by introducing its first entirely new shoe design – the 'NMD'. Despite a lack of mega-celebrity support our work established the NMD as the symbol of the brand's future. The hero shoe anchored and haloed the entire Originals product line-up, resulting in the most successful product launch in Original's history – selling more shoes, with greater ROI, than any previous effort.
State of the marketplace and brand's business
adidas Originals – adidas' sub brand dedicated to streetwear – had always been associated with classic, "retro" silhouettes. It was originally created in 2002 to re-issue iconic adidas shoes like the "Stan Smith" and the shell-toed "Superstar".