Adidas was looking for a way to bring the PureBOOST DPR, a shoe designed specifically for running on city streets, straight to the streets of Brooklyn in an authentic way.
We created a massive branded outdoor art gallery in Brooklyn featuring local, emerging artists. In partnership with Adidas’ Brooklyn Farm eleven artists were hand-selected whose fresh voices and diverse styles would capture the energy of running on city streets. Each artist was asked focus on the feeling of taking on the unknown — a much-needed attitude for an urban runner.
Cool Runnings
The artists’ unique takes on the creative brief were recreated on walls throughout Brooklyn, reflecting and celebrating the unpredictability of the sport. Because the murals renounced traditional branding and slick photography, they felt at home within the neighborhood’s tapestry of street art, fusing the Adidas brand with Bushwick’s thriving creative community.
The brand auctioned off a replica of one of the murals on canvas in collaboration with Instagram influencer @shoesofnyc to amplify the message across social media.
Sprint to Print
After painting the ten murals, we produced additional printed and painted materials that extended the campaign into other New York City neighborhoods. Shoppers at Adidas’ flagship store on Fifth Avenue picked up postcards featuring a map of the gallery so that they could hit the streets to check it out.
