Stan Smith is the first pair of sport shoes to be worn outside of any sport activity.

From the court... To the street.

Despite 70 millions pairs of Stan Smith sold, the production was stopped in 2011, for a lack of sales due to a bad distribution network.

At the end of 2013, Adidas came to us:

We want to revive the Stan Smith,

We want to make it a real fashion item,

We want to be the climax of Paris Fashion Week!

But how could we appeal to a trendy audience,

Made of hipsters, VIP and trend setters?

Knowing well they’re overbooked and overflowed during the fashion week…

We could have organized a fashion show with a catwalk or a usual branded party…

But there are dozens of these during the fashion week !

So we thought, why not take the name Adidas to another level:

ART !

From the street… To the museum.

Skipping the classic event of every fashion brand.

We created a truly artistic rendezvous at La Gaité Lyrique about the legendary Stan Smith.

Everybody came!

200 journalists

900 taste makers from all spheres (fashion, music, art & media)

300 'stanified' people on social networks thanks to the photo booth.

The result : 2500 conversations about Stan Smith took place on the web, 5 times a normal week.

95% of the stocks were sold in 24 hours.

And in 48 hours, everything was sold out.