CLIENT
adidas
1. Frank Wang - Director of Brand Communication
AGENCY
1. Wu Shu - Managing Director
2. Yinbo Ma - Chief Creative Office
3. Kenny Huang - Group Creative Director
4. Ronald Gan - Creative Director
5. Shelly Wu - Business Director
6. Ivy Dai - Senior Account Manager
7. Yujie Chi - Senior Account Manager
8. Suzzane Zhang - Head of Planning
9. Kenzi Huang - Planning Manager
SUMMARY
Adidas Originals launched Forum 84, a reinvention of the original iconic sneakers that sparked sneakerhead culture. But its cultural heritage is lost to China’s Gen Z; who perceive sneaker value based on hype, resale price, celebrities. It aims to revive the original sneaker culture that champions Originality, Creativity, and Inclusivity.
The idea “Open to Clash” means “Open to Diversity”. The sneaker became a platform for creative dialogue. Makers challenged friends to reinvent together Forum 84s into one-of-a-kind originals. Brand Favorability shot up despite there’s a nationwide boycott on western brands.
