adidas: Supercolor

2015 | London

Carat created ‘Supercolor Live’ - an experience designed to create the ultimate Instagrammers playground - wowing the audience with colour, light and sound at every opportunity. The event, to help adidas launch the Supercolor range in London, was supported by partnerships with Instagram, Twitter, YouTube, ASOS and Complex to enhance and extend the Supercolor Live experience. As a result, Supercolor was one of the most successful launches in adidas history. Top colours sold out online within days and London outperformed all other European cities.

UK

BACKGROUND
adidas tasked us with launching Supercolor in London, and making this the most famous footwear franchise in the city as part of an attack on market share. To succeed we had to achieve rapid sell-through in all of their key sales channels – eCommerce, owned retail, wholesale and key retail partners. This was against the context of an incredibly hard fought fashion market in which Nike Air Max has been a dominant player. Success would hinge of creating an exceptional launch experience for the target audience (16-24s) and for key trade partners that would eclipse anything else in the market.

The prevailing media platform for our key audience is currently Instagram, which is not only central to their media consumption but is also redefining their style of interaction with brands and with their friends. Experiences need to be built much ore around visual processing and the capturing and spreading of sensational imagery.

 

BIG IDEA
We created ‘Supercolor Live’, a one of a kind experience designed to create the ultimate Instagrammers playground, and to wow the audience with colour, light and sound at every opportunity. This experience was built around a unique immersive event on April 2nd, where we used a secluded waterside location to create a unique experience of sound and light, that conveyed the unique visual style of the Supercolour footwear.

Around the event we built partnerships with Instagram, Twitter, YouTube, ASOS and Complex to enhance and extend the Supercolor Live experience and make it truly visually spectacular.

 

MAKING IT HAPPEN
The heart of Supercolor Live was a spectacular show of sound, light, Pharrell and flying drones. Around this we created strong partnerships that both enhanced and amplified the experience to help make Supercolor the most famous footwear brand in London in  a way that tapped into a uniquely visual generation.

To place the Supercolor launch at the heart of the Instagram world, we partnered with Instagram star @ecolephoto to create a unique set of Supercolor London photos that were showcased at the event and promoted n the platform. We created a social mechanic on Twitter where tweets could change the venue lighting, and embedded both ASOS and Complex in physical installations at the night. Finally we created a wrap-up film hosted on YouTube and pushed by Complex, while influential blogs such as Hypebeast published extensive photo galleries of the event.

All elements of the experience were created in house by Carat and our sister agencies, from the experience itself, to the social and digital content to invite and amplify, and partnership management. We also involved senior staff from key retail outlets such as JD, Foot Locker and Size. The cherry on the cake was a unique welcome video from Pharrell for the event (created exclusively by our colleagues in Sao Paulo.)

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