adidas Originals: #StanSmithForever

Adidas Originals, a sneaker brand, launched a campaign in India to position their sustainability commitments, educate, influence and create advocacy through the media and sustainability influencer network, influence the youth and establish relevance and dominate the category with a high SOV.

Objectives

Strategize & execute a power-packed, organic PR outreach to:

  • Position adidas Originals' sustainability commitments through Stan Smith as a true and reliable statement of accountability. Establish #StanSmithForever campaign as an inter-generational concept.
70+ sustainability advocates, endorsers of conscious fashion, digital creators youth icons & key opinion makers were engaged to form the 'Stan Clan'. Each member was seeded with the new pair of sustainable Stan Smith that became the springboard for them to share their experiences, anecdotes and journey towards sustainability on social media.

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