adidas SPEEDFACTORY

Retail & Digital Campaign / Event Coordination / Activation / Content creation

We brought the future of sustainable co-creation to Berlin, Milan, Paris and London together with adidas & Foot Locker. Each limited release was designed by upcoming local creators and produced in the adidas state of the art SPEEDFACTORY facilities in Germany. Made by local, for local.

The
creators

Chosen to represent their cities, 16 young up and coming creators were involved in this project from start to finish. 4 from each city, all bringing their unique insights and expertise to the process.

The
creators

Co-creation at the source

Each iteration was kicked off with a co-creation workshop in a specially designed SPEEDFACTORY space at adidas HQ in Herzogenaurach. The invited creators got a tour of the SPEEDFACTORY in Ansbach before getting to work on their design. During the process, members from the adidas Design team were also available to offer their insights and expertise.

4 cities, 4 designs

In each workshop, 4 creators from each city would collaborate, sharing their creative
approach and creating their own version of the chosen product. At the end of the
session, each participant presented their design and the vision and story behind it to
a jury of adidas representatives who chose the final product to enter the
SPEEDFACTORY

Co-creation at the source

Locally produced

500 pairs of each unique city design was produced at the high-tech SPEEDFACTORY facility in
Ansbach using the latest in sustainable materials and lightning fast assembly. The final product
was shipped and distributed through the shortest route possible within 8 weeks of project start.

Creating buzz

The entire process was documented, from workshop to shelf. Giving consumers a glimpse into one of
adidas most innovative projects in recent years. Each iteration was promoted through a series of timed
content drops that kept the attention and engagement going from announcement to release.

Cultural relevance

By tying each product to a specific city, and its subcultures, we created a unique relevance for the local
markets. The creators became the ambassadors of their cities, and were an essential part in creating
momentum before release. Each creator had their own unique link to their city, which was at the core
of their design. We enabled them to activate this vision in their local markets, whether it was by
rewarding diversity advocates, thanking local heroes or celebrating often overlooked neighbourhoods.