Outdoor > Ambient & Experiential
BILLIE JEAN KING YOUR SHOES
TBWA\CHIAT\DAY, New York / ADIDAS / 2019
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the digital or ambient execution or campaign.
We turned the most iconic adidas shoes into Billie Jean King blue shoes. Then we invited people to transform their shoes - whether they're adidas, Nike, Reebok, Puma or Louis Vuitton- into King's blue three-striped sneakers, live at the US OPEN adidas store.
On August 27th, consumers walked in the adidas store and got their shoes transformed into BJK shoes for free at the hands of one of the best sneaker artist in the world, Jake Danklefs.
Using stencils and spray paint, we customized 220 pairs of shoes in which we recreated the zig zag pattern, made a vinyl graphic, laid that down onto the shoes and even recreated the tongue tag with BJK face on it.
Even Billie Jean King herself made her way to the adidas store at Flushing Meadows to sign the changed shoes and of course, to help BJK a couple of pairs.
Cultural/Context information for the jury
To show adidas’ effort and commitment to women in sports, we launched Here to Create Change, a campaign around the original creator of change: tennis legend Billie Jean King. Each execution pays homage to her life, career and the actual change BJK has created by tirelessly fighting for women’s equal rights in sports. The campaign itself also was proof of change in its own medium, by making a 74-year-old woman the star of adidas. In a world that usually only features women below the age of 25, it really is change that’s much needed.
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