Arkyn is the first female only silhouette by adidas Originals. A milestone from the brand centred around the idea that a woman cannot be identified by just one thing. This insight fuelled our creative strategy.
To gain press attention and build hype, the global creative direction was developed around female influencers who express themselves in different ways.
Making it happen
For retail, this informed a consumer journey that leveraged the pull of the influencers in an organic and engaging way.
The retail solutions centred around spaces based on their personalities and interests. Bringing their own environments to life in windows and launch zone areas. Creating synergy between each individual to build a cohesive campaign that heroed both the assets and the product.
Next we devised a pan-European activation to amplify the campaign’s reach. For this, instead of a standard seeding box, we sent them a key and told them to expect a knock at the door on a specified time and date.
That’s when they were greeted by the Arkyn van. Using their key to open the van’s back door, each influencer revealed an interior decorated with images from their social feed. Stepping inside they found their exclusive Arkyn product and other props related to their social activity.
We visited 12 influencers in three cities using three vans over two days. Making a real impact with these brand ambassadors and building excitement amongst their followers. As well as racking-up coverage across Foot Locker’s European social channels.