The adidas’ Consortium (the brand’s collaborative network of leading retailers, partner brands, and embedded arm into the global sneaker community) was beginning to lose its voice in an ever-expanding, overly-saturated sneaker-world. ​

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We needed to reignite things, fast. Our brief was to reestablish adidas as the leading brand championing creativity, pushing innovation and at the forefront of the sneaker conversation. We also needed to ensure adidas’ sneaker community felt heard, nurturing the fanbase whilst opening the brand up to both disparate and emerging sneaker communities across the world.

We brought adidas’ Consortium to the table and then placed them into one. Creating the adidas Consortium Cup and connecting 16 of the world’s most iconic sneaker stores.

A first-of-its-kind, high-octane, ESPN-like, global sneaker design tournament with stores going head-to-head in playful rivalry, putting their own, unique spin on some of adidas’ most legendary sneaker silhouettes. In total, 15 of the winning sneaker designs would go from concept to hitting the shelves later in the year. One of them being crowned the 2023 champion.

We put it all in the hands of the fans. Empowering them to decide how the Cup unfolded and ultimately which sneakers they wanted brought to life by voting for their favorite store’s designs on the Confirmed app. The store design with the most votes progressed to the next round (and new design challenge), while the losing store packed up their shoebox and headed home.

We work better when we uplift and celebrate each other, than when we don't.

This was the heart of our strategy for the adidas Consortium Cup; uplifting adidas’ partners to uplift the brand. So, we brought 16 of the most iconic sneaker stores across 5 continents to unite the sneaker world in a unique moment, creating friendly rivalries and healthy competition amongst the stores and sneaker fans worldwide - igniting the adidas conversation everywhere by rallying fans to get behind their stores.

We created an ESPN-like visual identity to immerse and excite fans. Onboarded two hosts (Craig Mitch & Snoochie Shy) embedded in different arms of sneaker culture. We released interactive and at times live content across multiple platforms, as well as creating bespoke content for Consortium partners to generate reach amongst their audiences. We engaged and directed fans to sign up and vote on the Confirmed app.

The adidas Consortium Cup was live for 4 weeks. With pre-activation teaser content and post-activation celebratory/ wrap-up content, the total run time was 7-8 weeks.

Throughout the duration of the adidas Consortium Cup we continuously dropped content onto the brand’s @adidasoriginals Instagram channel, appearing as both in-feed posts, Stories and Reels. Our talent and Tournament hosts @snoochieshy & @craigxmitch did the same. We also created bespoke content for each of the 16 Consortium stores to share onto their Instagram channels.

Alongside this, the adidas Consortium Cup ran on adidas’ Confirmed app,. Where consumers could take a more in depth look at the stores and designs and most importantly, vote.

Content appeared on 34.2 million feeds via @adidasoriginals. As well as a combined 8.4 million feeds via our 16 Consortium stores and talent.

The adidas Consortium Cup connected disparate sneaker communities across the world championing the fans and giving them their voice back. We grew adidas’ fanbase worldwide building on the brand’s reputation and status amongst those who live and breathe sneaker culture. Ultimately, we brought real meaning and value back to the adidas Consortium; reestablishing the brand and its partners as the innovators of the sneaker-world and bringing the sneaker world together in a unique moment to make waves across it.

And advocated D&I through talent selected and Consortium partners involved.