Adidas continued its ongoing ‘3 Stripe Life SS22’ initiative in APAC by partnering with Foot Locker for a campaign celebrating the sportswear brand and retailer’s exclusive footwear partnership through a set of stills and films rolled out both in-store and across digital channels.
The creative approach is based around adventurous, aspirational and energetic storytelling and the executions hero Foot Locker ambassadors ‘The Foot Locker Stripers’. These endorsers are seen across APAC as sneakerhead trailblazers and the campaign channels their energy and style to explore and showcase just what defines a ‘classic’ as far as the footwear enthusiast community is concerned.
The marketing burst, which was created in harness with creative production outfit Hot Icarus, seeks to move the creative articulation of the global campaign in a fresh and energetic regionally-relevant direction. One that aims to resonate more powerfully with an APAC specific audience.
Directed by Hot Icarus’ in-house Scintilla directing duo of Giles Rozier and Wij Travers (with assistance from local services outfit Epitome), the spearhead ‘Recoded: 3 Stripe Life’ work champions the Foot Locker Stripers and was shot in various locations across Singapore with a cast and crew selected to be genuinely representative of the Asia-Pacific market.
The approach uses the themes of diversity and creativity to drive home ‘a message about the future facing style that speaks to Foot Locker and the soul of the classic adidas stripes’.
“We believe that storytelling lies at the heart of every campaign, no matter how big or small,” commented director duo Scintilla. “And to breathe the new energy of Recoded into adidas’ 3 Stripe Life APAC activation, we wanted to capture exactly that – life itself.”
The campaign rolled out in-store and online across Foot Locker’s presence in Japan, Malaysia, Singapore, South Korea, Indonesia, Hong Kong, Australia and New Zealand.
Adidas x Footlocker '3 Stripe Life' from M. Ridwan on Vimeo.
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