For the re-launch of adidas’ Drop Step sneaker, Angle Orange conceptualised a campaign that leveraged the nostalgia of the 80s, in order to highlight the iconic aesthetic of the throwback, b-ball style shoe. Local hip-hop star Big Hash was the face of the campaign and through his influence, we were able to appeal to the targeted market.
Young hip-hop enthusiasts and sneakerheads.
We delved into the history of adidas during the 80s and their position within pop-culture. The 80s is considered by many as the renaissance period for hip hop and the adidas brand was a huge part of this movement, thanks to figureheads like Run DMC and Jam Master Jay. From the colour palette to the props, everything we used for the campaign was reminiscent of this era.
Leveraging Big Hash’s influence within the youth market was integral to the execution of the campaign. Everyone who purchased a pair of the Drop Step sneakers received a USB drive in the form of a mixtape that had Big Hash’s music, as well as a video interview.
TOUCHPOINTS FORMING A JOURNEY
Launch zone, footwear plinths, footwear wall, apparel wall - these touchpoints were displayed at selected Sportscene stores around the country.
Mailer, homepage banner, Instagram and Twitter posts, Facebook event page, promo video, and a blog.
The campaign was strong, original and impactful, garnering a lot of attention on social media.