Idea
MKTG developed and executed a retail activation celebrating the 50th anniversary of the adidas Superstar by paying homage to the iconic sneaker and the importance it played in various pockets of culture and history. Adidas partnered with MKTG to support the release of the 20 Superstar and Superstan shoe by increasing foot traffic and sales at Foot Locker.
Solution
- Concept Development: Drove awareness of the shoe launch by focusing on the history of the Superstar and its involvement throughout pop culture.
- Pre-Event Content: Partnered with Jae and Trey Richards, notable YouTube creators, to develop content to support the instore activation. Content included “Fake Foot Locker Employee Prank” and “Street Report Piece”
- Influencer Campaign: Secured a diverse roster of 12 influencers to support the campaign, representing Toronto, Montreal and Vancouver. Each influencer committed to posting one outfit picture to their Instagram feed, in exchange for an adidas seeding kit.
- Pop-up Activation: Created a pop-up vault to attract attention of consumers as they shopped. The Vault was used as an engagement piece whereby consumers could enter and receive a professional photo shoot. In addition to the Vault, MKTG curated a rare collection of adidas Superstars for a multidisciplinary gallery, inviting shoppers to explore the iconic silhouette through the ages. Shoes on display included Run-DMC signed adidas Superstars, adidas x Jeremy Scott Superstar 80s Low ‘Ripple’ & ‘Wings’, adidas Disney Mickey Mouse Superstar Shoes, and many more.
- Social Media Contesting: Encouraged consumers to post their archive photos with hashtag #superstarsweeps, for a chance to win $1,000 in adidas products.
Results
- Content Video Views: 105,907
- Social Impressions: 450,000+
- Unique Impressions: 13, 292
- Engagements: 5,006
- Average Dwell Time: 5:05
- Conversion Rate: 14.84%
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