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02
THE BLOCk
&
PARTY
ROLE:
with adidas & d&ad
COPYWRITING & CREATIVE DIRECTION
I have a rhetorical question:
Is New York
down for sneakers
&
athleisure?
(no pause for drama)
Yes, absolutely - fuhgetaboutit.
a more curious question is:
how come?
It’s because
we see ourselves reflected back.
we catch a glimpse
of what we look like in the hard exterior
of a shoe
protecting
a soft sole.
being able to withstand
sticks & stones,
rain & mud,
but still function,
is something to nurture
-
THIS evidence of ourselves is easily found
within the Adidas footprint of New York
...except when you get to The Bronx.
The Bronx’s impact
on the Adidas brand is gargantuan.
& IT'S the third
most densely populated county in the U.S.,
yet
a quarter of its space is open land.
the bronx preserves
Edgar Allan Poe’s cottage, the Yankees,
gave us Cardi B,
and houses
"the hall of great americans."
plus,
we call it
"the Boogie Down bronx"
for crying out loud -
that range is impressive.
The Bronx is
a loyal,
cultural gumbo,
that continues to see revitalization at the hands of those who live there.
it’s a community that truly deserves to be positioned at the center.
so go to where they are, and interact:
pay homage,
bring opportunities
&
support new ideas
as a means of giving back to those
who’ve already given
so much,
to us.
what’s a product without
the people?
01
city exclusive releases
&
"The Capsule Collection"
-
exclusive adidas releases by borough, only available in-store, to encourage in-person brick & mortar traffic.
-
provide opportunities for rising, local artists in each borough to collaborate in product design as a motion of community inclusion.
-
highlighting borough exclusive products that will always be available, or capsulized, in-store as a promising touch.
02
the block
&
Party
a BLOCK PARTY homage to the Bronx
& its impact on the Adidas brand.
-
Reserve STREETS along Sedgwick Avenue, paying homage to DJ Kool Herc as the creator of rap, & THROW A BLOCK PARTY.
-
Collaborate with local vendors like THE Bronx Night Market, and the MWBE, to vend WHILE they maintain 100% of their sales.
-
“The Great Wall”: ATTENDEES can design a product on-site, to be displayed DIGITALLY DURING THE BLOCK PARTY. (PEOPLE TUNING IN REMOTELY CAN CHECK THEM OUT AS THEY'RE BEING DESIGNED, IN REAL TIME)
03
adi lab
a learning-based
creativity playground
for local makers of art
to gain
skill development
in
product design/REVIEW
&
MUSIC PERFORMING ARTS.
-
inspired local creatives can learn about crucial aspects of product design/merchandising directly from the talented designers of adidas.
-
collaborating with adidas' sound lab, young creatives can develop music & performance art skillS WITH THE OPTION OF SUBMITTING WORK CREATED ON-SITE TO THE ADIDAS BRAND.
-
adilab can partner with local non-profit organizations to help foster on-going creativity within communities.
& JUST WHEN
YOU THOUGHT
THESE 3 ACTIVATIONS COULDN'T GET ANY BETTER,
YOU SCROLL
TO REALIZE
THAT THEY EACH CARRY:
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