adidas

adidas Originals was launching their new Nite Jogger sneaker – a reinvention of a classic sneaker from the 1970’s. Looking to build relevance for the brand in Dubai and the Kingdom of Saudi Arabia (KSA), adidas set out to create a localized campaign that would generate serious buzz.

A key feature of the Nite Jogger is its reflectivity and transformation from day to night.

The same can be said for the underground spirit found in the region which consists of a secret culture of creative, Streetwear Hounds (ages 16-25) who love to participate in late night drive clubs, car customization and secret raves.

Inspired by this nighttime car and party culture, we created ‘Under the Hood’ – an experience campaign that lifted the lid on street culture in neighborhoods across the region. Using vehicles and music as our platform, we created a rich story with the Nite Jogger at its heart.

Our Streetwear Hound influencers received a limited-edition mechanics toolbox, complete with a flashlight to activate their cryptic invite, and Nite Jogger sneakers. We then invited them to secret locations (a warehouse in Dubai and a basement carpark in KSA) to participate in an authentic secret rave with some of the biggest names in hip-hop, locally and globally. Classic 1970’s vehicles welcomed guests to the space, displaying adidas Originals products.  We also installed a number of retail experiences in key adidas stores across Dubai, allowing us to reach a wider audience.

Our authentic underground experience was a hit with the locals with 550 people attending the two live extravaganzas. The entire campaign garnered a social reach of 60 Million, a media reach of 21 Million and scored a 94% in positive product sentiment.