Thrift and Ride
Adidas
Activation
My role:
Art Direction
Design
Agency:
Grow —2021
Influencers put the shoe on Gen Z’s radar through a connected, physical-digital experience. Generation Z is making the fashion rules these days, and brands are eager to get their stamp of approval.
Adidas reintroduced its premium basketball sneaker, The Forum, which debuted in 1984, to Gen Zers with a hybrid physical-digital experience, “Thrift & Ride.” Created by digital agency Grow, the event allowed fans to follow their favorite influencers on an immersive thrift shopping tour throughout New York City.
In June, fashion influencers @wuzg00d, Maria @looseunicorns, Chelsea @chelseaasoflate, and Emma (@emmarogue), along with editors from InStyle, Elite Daily, and Glamour, hopped on board a custom 1984 vintage city bus to travel to three Brooklyn thrift stores: Awoke, Chickee’s and Indigo Style. The tour ended at the Adidas Originals flagship New York store.
Bus Exterior Design
Bus Interior Design
At each stop, the influencers tried on different looks to style with their Forums, including a “going out” look, a casual weekday outfit and a streetwear look.
Fans followed the adventure on the influencers’ and Adidas’ social media channels. The influencers made the experience interactive, asking their followers to comment and vote in polls along the way. People could also enter to win an influencer-styled look.
The content also served as inspiration at Adidas Originals on Spring Street and through Creators Club, Adidas’ membership program. Consumers could walk in and scan a QR code to see the outfits. Select looks will also feature on a Forum Collections page on adidas.com.
