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#OriginalSuperstar 

2015

Objective

To continuously tell the story and activate around one of adidas' most iconic silhouettes, the Superstar. Through a global campaign, we aimed to present our unique perspective on this legendary shoe. This initiative featured a special collaboration with Pharrell Williams as the leading designer and curator.

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The Shelltoe has become an iconic feature of adidas footwear over the years, maintaining its popularity season after season. Pharrell collaborated with several of his favorite artists worldwide to transform the Shelltoe into the Supershell for the first time. This collaboration included work with renowned architect Zaha Hadid, contemporary artists Mr. (Japan) and Todd James (USA), resulting in the “Artwork Collection” and the “Sculpted Collection.” These collections featured limited-edition designs, including artworks by Todd, Mr., and Pharrell himself, with the Sculpted Collection reimagining these artworks in a 3D moulded form—a first for the Shelltoe design.

Description

The adidas Originals "Superstar Playground" theme party was spectacularly launched in a warehouse in the Tokyo Bay Area. This event, part of a global campaign for Adidas SUPERSTAR sneakers, featured Pharrell Williams and AMBUSH® founder YOON, who invited numerous guests, fans, and media to participate. The event included a discussion on creativity and art with Mr., one of the designers of the Supershell joint series. Attendees were treated to an exhibition of all Supershell shoes and Tokyo City Superstar-themed murals. The atmosphere was electrified by dynamic music from DJ Daruma and Lucas Valentine.

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Pharrell, in alignment with the global campaign, nominated five emerging artists whose pursuit of creativity inspires him: Pusha T, VJ Mian, Grigoriy Dobrygin, Smithe, and YOON as his Original Superstars. These five will continue the "Pay it Forward" initiative by nominating their own creative SUPERSTARS in the coming weeks.

Challenge

For a significant period, the brand's performance fell short of forecasts. Although there was an overall increase in sales, it lagged behind the rapid growth of main competitor Nike. The task was to devise a detailed roadmap that aligns with global strategies while catering specifically to the Japanese market, aiming to lead locally, regionally, and globally.

Results

This activation attracted key opinion leaders to the event, elevating both the adidas brand and the Superstar icon. The campaign effectively leveraged owned and earned media, significantly boosting overall brand equity. It also established Tokyo, Japan as a leading key city for marketing initiatives, garnering more internal traction and budget allocations.

Role: Head of adidas Originals, Yeezy and Action Sports

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Related Links

Hypebeast / Tokyo Dandy / RETOY'S / NUMBERS

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The adidas Originals "Superstar Playground" theme party was spectacularly launched in a warehouse in the Tokyo Bay Area. This event, part of a global campaign for Adidas SUPERSTAR sneakers, featured Pharrell Williams and AMBUSH® founder YOON, who invited numerous guests, fans, and media to participate. The event included a discussion on creativity and art with Mr., one of the designers of the Supershell joint series. Attendees were treated to an exhibition of all Supershell shoes and Tokyo City Superstar-themed murals. The atmosphere was electrified by dynamic music from DJ Daruma and Lucas Valentine. Pharrell, in alignment with the global campaign, nominated five emerging artists whose pursuit of creativity inspires him: Pusha T, VJ Mian, Grigoriy Dobrygin, Smithe, and YOON as his Original Superstars. These five will continue the "Pay it Forward" initiative by nominating their own creative SUPERSTARS in the coming weeks.
To continuously tell the story and activate around one of adidas' most iconic silhouettes, the Superstar. Through a global campaign, we aimed to present our unique perspective on this legendary shoe. This initiative featured a special collaboration with Pharrell Williams as the leading designer and curator. The Shelltoe has become an iconic feature of adidas footwear over the years, maintaining its popularity season after season. Pharrell collaborated with several of his favorite artists worldwide to transform the Shelltoe into the Supershell for the first time. This collaboration included work with renowned architect Zaha Hadid, contemporary artists Mr. (Japan) and Todd James (USA), resulting in the “Artwork Collection” and the “Sculpted Collection.” These collections featured limited-edition designs, including artworks by Todd, Mr., and Pharrell himself, with the Sculpted Collection reimagining these artworks in a 3D moulded form—a first for the Shelltoe design.

#OriginalSuperstar

The 2014 Art Collection concept was built on the foundation laid in 2013. We collaborated with six global artists, selected not only for their geographical diversity but also for their unique artistic backgrounds. These artists designed six aluminum bottles, each aesthetically pleasing as standalone pieces, cohesive within the 2014 collection, and complementary to the previous year's bottles. This initiative was supported by a comprehensive communication strategy across physical, digital, and social channels. The campaign utilized our own channels, the artists' networks, and generated significant earned media from consumers. Additionally, we responded to exclusive requests from high-profile retailers like Colette in Paris, selling individual bottles for €10 each, compared to a case of 20 bottles priced at around €12.
To build upon the previous year's success, we aimed to continuously extend the Art Collection, further enhancing the brand's perception among existing partners and expanding its reach to new customers and consumers.

Art Collection 2014

Warsteiner has a longstanding association with the art world, beginning with pop art icon Andy Warhol’s silk-screen trilogy featuring the brewery’s signature tulip in 1984. As Warsteiner approaches its 260th anniversary, it aims to celebrate in grand style by inviting a diverse group of artists to reinterpret its packaging. This distinctive trade marketing initiative is designed to enhance both commercial success and brand equity. A collection of six aluminum bottles, offering a more premium feel than traditional glass bottles, serves as a canvas for six artists. The artists were chosen based on their geographical diversity and unique styles, ensuring both individual impact and cohesive unity. This approach subtly integrates global relevance, positioning Warsteiner as a progressive and trendsetting brand. Each bottle is packaged to conceal its design until purchase, creating a collectible element and sparking conversation among consumers. This strategy appeals not only to drinkers but also to art enthusiasts and collectors. Additionally, a limited number of full sets were seeded to key influencers and partners, which supported relationships and enhanced the perception of Warsteiner as more than just a beer.
Develop a concept that drives conversion and elevates the brand across all levels without undermining the established trade add-ons mechanism.

Art Collection 2013

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To create and solidify the bond between Warsteiner and the art community by teaming up with one of Germany's most exciting artists, Stefan Strumbel.

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Warsteiner is proud to support IWISHUSUN, a Berlin-based charity that creatively merges fashion and philanthropy to fund cataract surgeries for those in need. Led by Cathy Boom and Patrick Andrist, IWISHUSUN’s innovative approach has garnered significant attention and admiration. At Mercedes-Benz Fashion Week Berlin, IWISHUSUN collaborates with Marcelo Burlon, the visionary designer behind the County of Milan label. Known for his striking animal motifs and vibrant designs, Burlon has crafted a Limited Edition County of Milan T-shirt featuring an abstract owl, a symbol of excellent eyesight. This exclusive motif has also been integrated into Warsteiner’s iconic bottles. This collaboration beautifully aligns Marcelo Burlon’s dynamic streetwear with IWISHUSUN’s mission to restore vision worldwide. Warsteiner is honored to be a part of this impactful initiative, reinforcing our commitment to meaningful partnerships that make a difference. The Limited Edition T-shirts and Warsteiner bottles are available in black or white, each limited to 100 units and retailing at €149. All proceeds from these exclusive items directly support IWISHUSUN, enabling life-changing cataract surgeries. We invite you to join us for a brunch on July 3rd at the Berlin SOTO Store, Torstrasse 72, from 10 am. Experience the exclusive designs, learn more about IWISHUSUN’s mission, and be part of a collaboration that merges fashion with a cause.
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