The brief was to create a hype around new collection of NMD sneakers and popularise its unique silhouette among target audience before the release of the collection.

We hid a pair of adidas Originals NMD sneakers somewhere in Moscow and streamed it live on adidas Originals pages in social networks & on adidas website. In shot there were: a pair of sneakers, the place where they were standing and the following text "these NMD are yours if you can find them". As soon as one pair was found the next pair in the next spot appeared in a livestream. There were 82 pairs in 82 places and 82 winners who got free sneakers. Pair after pair. Place after place. The livestream was going non-stop for 10 days and ended at 00:00 on August, 17 – the date of the release of the new collection of adidas Originals NMD sneakers.