We were asked by adidas Australia to reignite the passion and imagination of sneaker fans and shoe retailers across Australia and New Zealand towards the adidas Originals brand.

It’s well known around the world that 'Impossible Is Nothing' to adidas, and that the adidas Originals brand lives to Celebrate Originality. Armed with those two simple creeds, we launched “All Day I Dream About Sneakers” (an acronym for Adidas).

The campaign showcased the seemingly impossible sneaker creations of Fritz Träumer - an enigmatic Adidas designer who dedicated his lifetime to constructing the world’s most original range of sneakers.

Excerpts from Träumer’s detailed private journals plus images of his sculpted unique sneaker creations were presented in a limited edition book, exclusively available at sneaker retailers around Australia and New Zealand.

In-store in more than 120 shops around Australia and New Zealand, The “All Day I Dream About Sneakers” book was a runaway success, with book supplies running out in the first two weeks of the campaign and re-prints scheduled almost immediately.

More than 500 unique blog entries worldwide, and thousands of hits were recorded on the dedicated URL. Adidas International signalled their intention to run the book and campaign globally and adidas Australia recorded a first ever yearly increase on shoe retailers' demand for the originals range.