Background
Spring marks the official return of Superstar season. To support the global Superstar campaign launch in Estonia, we hosted a styling-focused in-store event at Viru Keskus in Tallinn — bringing the local community together around culture, self-expression, and personal style.
Objective
The goal was to reinforce the iconic status of adidas Superstars among Gen-Z. We focused on a style-driven audience, creating an experience that felt both personal and relevant — highlighting individuality while connecting it through a shared staple: Superstars.
UGC Campaign
In the weeks leading up to the event, we worked with Gen Z creators who shared their own take on Superstar styling across social media — helping build momentum ahead of it.
In-store activation
We turned the adidas store into a buzzing styling session for one Saturday only — bringing together culture and community in a creative, carefree setting.
Styling Session with Karin Nahkur
We partnered with the ultimate cool-girl turned stylist Karin Nahkur, who hosted 1:1 styling sessions throughout the event. Acting as both stylist and host, she helped visitors explore alternative ways to wear Superstars while staying true to their own unique style.
IDA Radio DJ Set
IDA Radio DJs Ats Luik and Robert Nikolajev set the tone for the day with a vinyl-driven DJ set — drawing people in and keeping energy levels high throughout the event.
Result
By combining personal styling, music, and local creators, the campaign positioned adidas Superstars as a go-to staple for Gen Z — rooted in self-expression and everyday wear.
