adidas Originals, alongside Kylie Jenner, were celebrating the launch of the their first-ever female driven sneaker, Falcon. We were challenged to create a global toolkit with activation direction and assets that could be localised across markets.

The first ever Falcon’s were created in 1997, so the product story and assets were built around the unapologetic energy of the 90’s.

To meet the brief, we worked with local markets to help them engage with the story and launch weekend takeovers alongside surprise pop up events, encouraging customers to be loud, unapologetic and push boundaries.

Pop ups were live in London, LA, Amsterdam and Shanghai, with high profile influencers from each city in attendance as well as female designers, artists and activists to celebrate the female-first story. Each pop up offered it’s own unique experience, but reflected the elements of the 90’s that influenced the sneaker’s development. We concepted and built retro arcade machines, VHS tapes playing the brand story, falcon flakes (bespoke branded cereal), mirrored ceilings, stickers, hair braiding, 90’s kareoke, polaroid cameras and custom 90’s style fonts everywhere. The response on social was unprecedented and we sucessfully helped adidas step in to a more varied, female-first conversation.