Athletic apparel brand adidas is celebrating the London Olympic games in style by launching miadidas Customizers, a real-time art project employing artists to create customized shoes that embody the spirit of each day’s most exciting moment.
For every day of the Olympic games, adidas will actively engage their fans via social media, asking them to suggest the day’s best ‘all in’ moment via the brand’s Facebook page. Two artists will work live from the adidas Olympic Lounge customizing a pair of footwear inspired by each day’s winning moment. During the course of 17 days, 34 pairs of shoes will be customized for both the Olympic athletes whose moment inspired the design as well as the fans who suggested the day’s ‘all in’ moment.
Check out the video below to learn more about the project:
adidas’ Global Brand Director commented on the promotion:
London is a creative city with some excellent emerging artists who can help put their unique spin on our adidas footwear. The real-time element allows everyone to get involved by defining the key moments from this Olympic Games and seeing them captured immediately on a historic item that they can then have the chance to win.
Among the artists providing the custom shoe designs are footwear customizer NASH MONEY, streetwear designer Kara Messina, Street artist Dr Noki, and props and accessories designer Fred Butler.