Adidas Outdoor, Design & Branding, Case study Strikethrough [video] by Johannes Leonardo

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Strikethrough [video]

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Industry Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market United States
Agency Johannes Leonardo
Creative Director Wesley Phelan, Ferdinando Verderi, Matthew Edwards
Designer Dave Kerr, Zoonzin Yoonjin Lee, Mike Vickers, Michael Riso
Account Supervisor Gulru Soylu
Released March 2016

Awards

Cannes Lions 2016
Design Use of Design Craft: Logo Design: International Companies & Brands Bronze Lion

Credits & Description

Title: Strikethrough
Agency: Johannes Leonardo
Brand: Adidas
Country: USA
Advertising Agency: Johannes Leonardo, New York
Entrant Company: Johannes Leonardo, New York
Media Agency: Johannes Leonardo, New York
Pr Agency: Johannes Leonardo, New York
Production Company: Johannes Leonardo, New York
Additional Company: Adidas, Herzogenaurach
Design Agency: Adidas, Herzogenaurach
Designer: Dave Kerr (Johannes Leonardo)
Creative Director: Matthew Edwards (Johannes Leonardo)
Designer: Michael Riso (Johannes Leonardo)
Designer: Zoonzin Yoonjin Lee (Johannes Leonardo)
Account Supervisor: Gulru Soylu (Johannes Leonardo)
Co-Founder & Chief Creative Officer: Jan Jacobs (Johannes Leonardo)
Group Account Director: Sam Mccallum (Johannes Leonardo)
Creative Director: Ferdinando Verderi (Johannes Leonardo)
Planning Director: Jennifer Colman (Johannes Leonardo)
Chief Creative Officer: Leonardo Premutico (Johannes Leonardo)
Designer: Mike Vickers (Johannes Leonardo)
Creative Director: Wesley Phelan (Johannes Leonardo)
Account Director: Dominique Dalton (Johannes Leonardo)
Strategy:
How do you make something that led the pack in the 80s, relevant to culture again? 2015-Sales were flat, the Superstar was fading. And in a year when Kim Kardashian is one of the world’s top Google searches, the very nature of the authentic superstar was fading too. To re-launch the iconic Adidas Superstar shoe and re-establish its cultural relevance, the shoe needed to reassert itself with a new voice to connect with a generation who weren’t even alive when the Superstar was at its peak. So we took down the notion of superstar using the iconic three stripes of adidas.In 2016 we aimed for something even bigger: the future. We challenged the media’s dystopian vision by striking through the word they had come to own. Our challenge embodied our brand philosophy- that to create is to break the status quo. We inspired our audience to own their future.
Execution:
We started with superstar. By striking through it we challenged its very notion. Superstar changed from external validation to creating for an audience of one. In 57 markets across the globe. In every medium.Then we took on the notion of a dystopian future and established the voice of a brand, what our three stripes challenge next will continue our assault on the status quo. Always provocative, always relevant, and always there to break the stereotypes that box us in.
Synopsis:
Can a design solution influence what a company makes? Can it give a brand its attitude back? Can an idea resonate with the most skeptical audience there ever was?In order to make something new, we had to challenge everything that came before.So we took the iconic three stripes and used them to tear down whatever pop culture put on a pedestal.FIRST, WE CHALLENGED THE IDEA OF EXTERNAL VALIDATIONWhat is a superstar? This is the question the world asked when they saw the world’s biggest superstar on the world’s biggest stage, boldly saying: I am not a superstar. Pharrell challenged the notions of fame, creation, and originality.Then, we took his message and rolled it across every medium, with superstars from all over the world.THEN, WE DISMISSED THE NOTION OF A DYSTOPIAN FUTUREAnother year, another question. *SEE FUTURE CASE STUDY FOR FURTHER 2016 STATS.
Campaign Description:
We took our iconic three stripes design and turned it into a symbol, striking through anything pop culture put on a pedestal. We started with superstar. By striking through it we challenged its very notion. Superstar changed from external validation to creating for an audience of one. In 57 markets across the globe. In every medium.15 MILLION PAIRS OF SUPERSTARS SOLDIn 2016 we aimed for something even bigger: the future. We challenged the media’s dystopian vision by striking through the word they had come to own. Our challenge embodied our brand philosophy- that to create is to break the status quo. We inspired our audience to reject the future handed to them and instead make their own.400,000 PAIRS OF NMD SOLD IN 1 DAY.
Outcome:
Superstar sales jumped 292% at launch.Best Selling sneaker of 2015.The most liked sneaker brand on social media.Adidas Originals grew 36% in 2015.400K Pairs of NMD_ sold in one day.Adidas's biggest launch ever.The Year of the Superstar, surpassed even our wildest expectations. The relaunch tripled goals for sales, buoyed the entire franchise, and earned adidas Originals a place at the center of the streetwear conversation.Reaction to the work was swift. Almost immediately, our fresh take on Superstar breathed new life into the product and the brand as a whole.Reaction sparked swiftly across the globe and continued in publications, blogs, feeds... all mediums defining and leading street culture today. But most importantly, Adidas is leading a conversation again, helping a generation to set up and define itself against the mainstream and make the brand their own once again. Originals was leading the streetwear conversation again