We created The September Non-Issue. An anti–high fashion magazine that was in every way the opposite of the September Issues we’ve come to expect.Instead of expensive stock, we used recycled newspaper. Instead of 900+ pages of ads, we published interviews and stream-of-consciousness writings from the world’s

creators. Instead of a cast of professional models, we featured a handful of creators, and a crowd-sourced digital lookbook. Instead of a linear story with page numbers and a table of contents, a free-flowing zine of conversations and ideas. Instead of joining the conversation with a your typical $156,000 ad buy in the September Issue, we changed the conversation entirely.

Design elements and their integrationThe September Non-Issue had a number touchpoints, but each was unified through one design element: the blackout technique. A black line, placed haphazardly within our campaign elements, that would become a symbol of subversion, whatever the subject.Design touchpoints:The Non-Issue’s blackout technique appeared in the zine itself, in film, in-store, on social, and in OOH in select markets.Materials, style elements, design choicesThe blackout technique was inspired by the most recognizable technique of rejecting the written word: the redacting marker. It would become a symbol of subversion across the campaign.Design development and processWe developed the blackout technique to be as free-flowing as the redacting marker itself: ubiquitous, but never appearing the same way twice.ScaleThe September Non-Issue led a global campaign. The zine was distributed with Dazed, reaching its widest audience ever. Average interaction with the zine concept online was 2:36—versus the typical 11s. The campaign reached

Value added to brandThe September Non-Issue further cemented adidas Originals’ Tubular as the sneaker that challenged high fashion, leading to a product that was largely compared to Kanye’s Yeezys.Value for consumer:As a piece, the Non-Issue was the only fashion magazine in September that wasn’t a “September Issue.”Additionally, the UGC content enabled consumers to let the streets take over the conversation in Fashion Week.Reach/cultural impact:The September Non-Issue was a global campaign. The zine was distributed with Dazed, reaching its widest audience ever. Average interaction with the zine concept online was 2:36—versus the typical 11s. The campaign reached +2 million impressions online.

Achievement against brief:The brief was to position the Tubular as the sneaker that challenged high fashion. Our answer of the September Non-Issue wasn’t just on-brief, but a poignant piece of content that lived on long after the hype of the September Issue.Other KPIs:Brand engagement spiked during the campaign.