In Summer 2018, adidas Originals doubled down on their largest product play of the season—P.O.D.System. The product adapted 3 archival technologies to create the ultimate in street style innovation. Code and Theory had 3 critical tasks—and 3 months to deliver:
-Amplify the ATL concept to create an end-to-end digital consumer journey
-Introduce a new chapter in adidas footwear design via digital, social and retail
-Fast-track the conversion process
The ecosystem was built to educate—and usher users closer to the point of purchase, while capturing data to target and optimize. The story began in social and digital media, with soundbite-level product education pathing directly to a digital hub which acted as the communication core, connecting stories across CRM and digital retail. The hub showcased an in-house built, photorealistic 3D render of the shoe, with a webGL-based design which allowed users to break apart the shoe to learn more about the product technology.
An immersive workshop in London invited media and influencers to design their own P.O.D.System. 90 assets were produced in a 24-hour period. We created and executed content strategy for 40+ global influencers and 5 regional adidas accounts across 6 key markets, bringing a globally consistent aesthetic.