Background
Fashion is so much more than just clothes: it can be a layer of inspiration, a platform for empowerment, or just a way of genuine expression. We felt that adidas Originals is a brand that could stand behind this expressive ethos.
Creative
We ran a fashion exhibition with fringe artists from Estonia, Latvia, and Lithuania using adidas Originals deadstock as inspiration and raw material. These exhibitions took place in public malls and were available for everyone to see. Our only brief to the artists? You do you.
“Sometimes you need to loosen your iron grip as a marketer,
and just let creators create.”
Impact
After the exhibitions, we held auctions for the art pieces involved. The proceedings were given to local artists and contemporary museums. One of the sculptures was even banned and removed from the public. That alone is always a great compliment and sign of cultural relevance.