ADIDAS - Superstar SS20

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Adidas - Superstar SS20 - LENA Launch

The Arab youth face more cultural pressures and political instability in comparison to their western counterparts. As such, the region witnessed in recent years the “uprising” of the Arab youth, who despite all the negativity surrounding them, still have a lot of hope.

The Arab youth and the creative leaders amongst them, are the perfect embodiment of Adidas’ new brand belief: CHANGE IS A TEAM SPORT.

Whether it’s through protests, or through their different initiatives, the Arab youth have come together and are making a statement: We will create the future we dream of, together. Furthermore, along with this youth uprising, we have seen the return to the Arabic roots. While in previous years, there was a tendency to distance themselves from their Arabic identity, opting to follow a more western one, the youth have developed a new sense of pride in where they come from.

From the revival of the Arabic language, to highlighting everything local and what differentiates us from the rest of the world, the Arabic identity Is making a comeback.

Mixed with western aesthetics, a new identity was formed, that is reflecting of today’s Arabic youth - one that is proud of its Arabic background but has a contemporary outlook.

All of the following designs are done by me while working at Interesting Times.

These artworks were presented in our pitch for Adidas LENA earlier in December 2019.

We ended up winning the account!

Some of the designs were approved and used as is by Adidas LENA, others were done after winning the account, but also unfortunately most of the work was put on hold because of the COVID-19 pandemic.

Athletes of Change Posters

Brand Campaign Posters

The Collaboration Microsite

Our collaboration platform will transfer power back to the people.

Our microsite would feature mechanics similar to those of crowdfunding sites such as Gofundme and Indiegogo. Only here we will be crowdsourcing support—creating teams for each cause with the most popular causes ranking higher up.

Each project will invite the public to join the team and collaborate, either through attendance, organization, or awareness.

This will all allow the projects to grow in collaborative strength and public support.

Change Projects Examples - Pillars: Music / Art / Fashion

For example, Mashrou’ Leila could organize a concert for poverty relief in disadvantaged

areas in lebanon. They could have a line-up of performances with a minimal entrance fee.

It could also be held at the abandoned opera house in downtown.

Another example is a collaboration between two leading artists in lebanon.

Together they could revisit the interior or exterior of the iconic egg to create a symbol of change. Joining the team would mean helping them out in any way possible through collaboration.

In collaboration with Discomisr, we could create an immersive experience in under privileged neighbourhoods in Cairo to bring some change and happiness.

Installations could show transformations or manifestations of music the more people interact. What you hear changes what you see.

In Tripoli’s fairground, we could collaborate with influential artists to create a playground and public space that can be used by the Lebanese public free of charge.

Each team created on our collaboration platform will be able to design their own team jersey for their cause.

Social Media Communication

The Kit For Change

Opinion leaders and potential changemakers will receive a kit for change, inviting them to use their artistic or athletic skills for positive impact and share their cause.

Book of Change

At the end of our campaign, we will recap all the success stories, celebrate athletes of change and their causes alongside their cause results. This will be done in the form of a yearbook that will be distributed to our athletes of change and contributors.

The yearbook will have a digital layer whereby readers can scan pages and watch recap videos and special content which they can share. It will also include the history of the Adidas Superstar.

Ambient Art

Adidas - Morocco

Superstar SS20

Influencer Shoebox Design

In this option we have branded the shoebox to represent our campaign look and feel with, of course, a localized treatment. Outside each shoebox will be a customized message with the name of our influencer and inside the shoebox will be a CTA to join us as an Athlete of Change.

As an alternative, this shoebox invites the influencers to share their creativity and make use of the time they have at home to express themselves and de-stress by coloring in the blanks to create their own work of art!