We worked out the four artists that could give adidas access to the widest group possible among this core audience: Plan B, Example, Casper and The Enemy.

These artists weren’t to be just another set of paid brand ambassadors. We asked them to each create a bespoke event that kids could only apply to be part of through Adidas Originals on Facebook. Each event would be unique, never to be repeated and playing to the best strengths of how each artist’s fans interact with them. For the few, a once in lifetime chance to get close to the artist you love. For the many, a huge credibility story for Adidas Originals to be seen actively working with and presenting the talents of their idols. Cultural relevance for Adidas and validity for the kids who were chosen.YouTube videos were unleashed to invite, Adidas Originals Facebook was the only place to apply, advertising’s role was to amplify the amazing content we’d created (to talk to the many).

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