Adidas Designs New Pair Of Shoes For Every Day Of The Olympics
The athletics brand will customize a new pair of sneakers every day inspired by the Games best moments.
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.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
At PSFK 2017, Peloton Co-Founder and COO Tom Cortese discussed how the company aims to utilize the power of Web 2.0 to marry the comfort of home fitness to the high-energy engagement of celebrity-run classes.