adidas Originals engaged Words Worth to activate a launch campaign in conjunction with the opening of Southeast Asia’s largest adidas Originals flagship store in VivoCity, Singapore. The hybrid campaign spanned online and offline platforms and ran from October 2020 to January 2021.
The campaign, dubbed “Home of the Originals”, was an invitation to customers to discover everything to love about being home at the flagship store: local acts, artists and every adidas sneaker connoisseur’s dream collection.
Artists Clogtwo, Mightyellow, SONG, and YANGERMEISTER created art installations inspired by the city of Singapore that have found permanent homes in the flagship store. Further, each artist was commissioned to create custom designs for the Stan Smith sneakers for four lucky adidas Creators Club members.
Elevating the in-store experience was the massive sneaker collection on display contributed by local collector Iqbal Arshad. For a month, walk-in customers could feast their eyes on some of the rarest adidas sneakers up-close, a treat for sneakerheads of all ages.
Online, the campaign presented a four-part IGTV series called “The Originals Live” featuring performances by rappers Yung Raja and Mean, DJ Prav, and dancer Audrey Goh. Each episode was recorded in the VivoCity flagship.
Influencer postings saw a higher than average level of engagement (benchmarked against the global average for the music and lifestyle categories).