Objective:
Capitalize on adidas Originals’ reach on social media to amplify one of the brand’s biggest global shoe launches ever.
Presenting the NMD (short for “Nomad”) as the pinnacle of modern urban lifestyle was key to creating excitement amongst our target audience. My strategy focused on making it a cornerstone of urban exploration, while dropping hints about its colorways and starting the launch countdown.
Result:
Over 100k likes on each of the pre-launch posts on Instagram, facilitating sales of 400k pairs on launch day (most successful brand launch ever).
