Background
Back to School (B2S) season is always a key moment for adidas to reconnect with Gen Z. To launch the global Superstar campaign in Estonia, we teamed up with Gen Z’s “big sister” Laura Rannaväli — a relatable influencer known for her down-to-earth energy and strong bond with young audiences.
Visual identity
The main focus when developing visuals for the Back to School campaign was to reflect a sense of belonging — to tap into that feeling of community and create visuals that truly resonate with Gen Z taste.
Activities
B2S Talks with Laura Rannaväli x Luna TV
As part of the global Superstar campaign, we brought Estonia’s own Laura Rannaväli to the adidas Ülemiste store for B2S Talks — live podcast, where she opened up about brand collabs, school memories, study tips, and finding balance.
adidas x Boba Koda
We teamed up with Boba Koda to drop a limited-edition Superstar drink — right where our community actually hangs out after school. Instead of waiting for them to come to us, we showed up in their world.
Hyper-local. Super authentic.
Studio Superstars Showcase
For one night, we turned the adidas store into a mini electronic music venue — bringing together the community to celebrate culture and creativity.
Local DJ superstars boipepperoni and QSLAP teamed up for a unique back-to-back set and dropped a few unreleased tracks that only the crowd got to hear.
Result
From podcast to matcha latte with strawberry cream to mini electronic music venue, the B2S Social Club brought adidas Superstar into Gen Z’s real world — where authenticity matters more than advertising.