First we created a defiant anthem that would herald a new direction for the brand. In the short film, we captured people confidently marching together toward an optimistic tomorrow, dismissing hurdles of the negative future they nearly inherited. The movement, and the chant that represented it, began to resonate with viewers, meme makers, and more importantly sneaker heads.

First we created a defiant anthem that would herald a new direction for the brand. In the short film, we captured people confidently marching together toward an optimistic tomorrow, dismissing hurdles of the negative future they nearly inherited. The movement, and the chant that represented it, began to resonate with viewers, meme makers, and more importantly sneaker heads.

The most liked sneaker brand on social media.

400K Pairs of NMD_ sold in one day.

Adidas's biggest launch ever.