Social Media Strategy / Content creation
To celebrate the launch of the new adidas Originals SUPERCOURT, we travelled across Europe to interview 40 consumers about their love for classic white court sneakers.
These stories were captured in photo and video to create the foundation of a pan-European campaign, launched exclusively at Foot Locker.

Director: Daan van Citters | Still photography: Rein Kooyman | Content Production: Since ’88
4 cities,
40 consumers.

Our content teams travelled to Berlin,

London, Paris and Milan to capture sneaker

culture across Europe. In each city, we

interviewed 10 local consumers about their

personal connection with sneakers.

Real people,
real stories.

The result was a mix of stories, memories, and glimpses into how sneaker culture fits into their lives and cities. Nothing scripted, nothing fake.

Local content,
European reach.

The resulting content was showcased across Europe via a massive campaign. Outdoor, digital, social and

retail channels were all pushed live in synch. While eight dedicated pop-up galleries at flagship locations

provided physical hubs for participating consumers to invite their friends and admire the result.  


The unique consumer focused approach helped create record sell-through figures and resulted in critical

acclaim among target audiences and stakeholders alike.