Adidas

Can you wear a location?

Client: ADIDAS
Agency: D&AD Shift Program
Year: 2023
Team: John Paine, Rey Vargas and Minori Ueda

One of our briefs as part of the D&AD Shift program was to connect adidas' digital and social media presence to its retail store, positioning local communities at the centre.

During our ideation, our team discovered that each of us that when it came to sports, all of us felt unrepresented,. So our goal for the brief was to allow the average person to represent themselves and where they come through any pursuit, not just sport..

This was done through Rep Your Region, a distinct set of uniforms inspired by iconic suburbs of Sydney that anyone can wear to proudly represent the places they are from. The designs of the uniforms are inspired by the landmarks, colours and iconography of each region.

Phase 2 of the campaign involves each region get the chance to 'take over' the Sydney flagship adidas store on Pitt St. This includes taking the giant adidas logo near the cash register and decking it out with the patterns from the uniform show the region literally taking over the brand.

The merchandising will incorporate elements outside of the uniform designs and the music played will be from artists from that region, one of which will kick off the takeover with a live performance in store. A street artist from the region will also be brought in to paint a mural on the wall near the change room.

To spread the word of the take overs, interviews with the mural artists and live performers where they talk about how the region they are from has influenced them and their art will be shared on adidas' digital and social media platforms.

The people will then be invite to share how they rep their region through the hashtag #REPYOURREGION to prove that whether you're going for a morning beach run, grabbing a bite in the Parramatta Westfield food court or lying on your couch covered in chip crumbs, you can still Rep Your Region.

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