creative direction & copywriting
UNVAULTED
Re-releasing the most coveted UltraBOOST colorways over a six month social rollout and an IRL activation.
THE VAULT We began by seeding the concept of The Vault itself, the mythical(?) place in the adidas underbelly where these limited-edition colorways were going to be #UNVAULTED. 2-ton vault doors? Yep. Branded armored trucks delivering pre-release kicks to YouTube influencers? Of course.
COLORWAY DROP VIDEOS We hyped which re-issue was coming next with reveal videos from inside The Vault. Each of the eight shoes were ‘unboxed‘ with an appropriate treatment for the drop’s name or look.
SOCIAL “CODE HUNT” GIVEAWAYS For each of the drops, colorway-specific videos containing cryptic code words gave our retail partners a tool to give away pairs of the exclusive shoes on their feeds.
“SHOCK MINT”
“PODIUM”
THE ‘GREATNESS ESCAPE’ We capped off the rollout with Footlocker’s ‘Week Of Greatness’; a promotion lead by the relaunch of the gold, silver and bronze Medal Pack colorways. We constructed a Vault-themed escape room experience in the plaza at Hollywood & Highland in LA. MTV personality DC Young Fly hosted, loads of content was edited and posted on the fly, and many shoes were won by hyped sneakerheads.
