Living up to the hype


When you’re one of the world’s biggest brands and need to make a lasting impression on a group of VIPs, you need to turn up the style.

To promote their 2023 Stan Smith range at Hype DC’s Annual Conference, adidas partnered with KOJO to create an activation that would stand out from other brands and, ideally, blow a few minds.

The challenge was to deliver an experience that represented adidas and aligned with the Stan Smith campaign’s unique vintage hotel theme. Our solution was to invite Hype’s delegates to literally ‘Live the Campaign’, providing them with an extensive wardrobe of outfits to help them harness their unique adidas style, before capturing their new looks in a timeless vintage hotel setting.

By the end of the day, one thing was clear: the legacy of these iconic shoes was safe with a new generation of dedicated fans as attendees departed with adidas in their hearts, minds…and all over their socials.

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