To show adidas’ effort and commitment to women in sports, we launched Here to Create Change, a campaign around the original creator of change: tennis legend Billie Jean King. Each execution pays homage to her life, career and the actual change BJK has created by tirelessly fighting for women’s equal rights in sports. The campaign itself also was proof of change in its own medium, by making a 74-year-old woman the star of adidas. In a world that usually only features women below the age of 25, it really is change that’s much needed.

To show adidas’ effort and commitment to women in sports, we launched Here to Create Change, a campaign around the original creator of change: tennis legend Billie Jean King.

In 1973, Billie Jean King played the most important tennis match ever: The Battle of the Sexes. That day, she changed the male-dominated tennis establishment in a pair of blue adidas.

For the 45th anniversary, adidas could have re-released her shoe. But that's not how BJK would do it. She prefers to change things. So we did just that, and turned the most iconic adidas sneakers into blue BJKs.

At the U.S. Open we invited everyone to BJK their shoes – no matter what brand.

For the first time ever, a brand utilized other brands to launch a new shoe. And for someone who changed the game for good, using every other brand for good was the right thing to do.

Adidas’s core mission is to change lives through sport. That’s why we partnered with tennis legend and original creator of change Billie Jean King on Here to Create Change campaign. An effort to help us find solutions to the problems faced by young girls in sport.

As a sports icon and a social justice pioneer, Billie Jean King is evidence that positive change on and off the court for women is possible, and we celebrate her achievements with our own commitment all aspiring female athletes can step into.

The campaign played to the backdrop of the US Open, a unique opportunity for the brand to help empower the next generation of female athletes and to showcases adidas’ commitment to equality, positive change, and the fight for equality that BJK started 45 years ago.

We turned the most iconic adidas shoes into Billie Jean King blue shoes. Then we invited people to transform their shoes - whether they're adidas, Nike, Reebok, Puma or Louis Vuitton- into King's blue three-striped sneakers, live at the US OPEN adidas store.

On August 27th, consumers walked in the adidas store and got their shoes transformed into BJK shoes for free at the hands of one of the best sneaker artist in the world, Jake Danklefs.

Using stencils and spray paint, we customized 220 pairs of shoes in which we recreated the zig zag pattern, made a vinyl graphic, laid that down onto the shoes and even recreated the tongue tag with BJK face on it.

Even Billie Jean King herself made her way to the adidas store at Flushing Meadows to sign the changed shoes and of course, to help BJK a couple of pairs.

People BJKed tons of shoes and even Stan Smith himself got his classic shoes BJKed. BJK shoes are now on sale on eBay for up to $2,500. Celebrities shared their BJK shoes like Kelly Clarkson, Angelique Kerber, Garbine Muguruza and etc.

After the campaign, adidas observed a 20% increase in tennis sales in the US and the Barricade, adidas tennis shoe, had a 103% increase in sales in the US if compared to Europe in the same period. + 100 million impressions and 250 news stories in every continent.