Adidas Originals
Seeding strategy DMing creators in public.
Client Adidas Originals
Project Campaign, OOH Stunt
Year 2017
Role Creative Direction
Agency Kamp Grizzly
Seeding sneakers, once an industry secret weapon, reached a point of saturation by the early 2000’s and the practice of putting product into influencer hands had become transactional and forced for the sake of quick content. What would it look like to flip the expected approach on its head by taking a behind-the-scenes tactic front and center? This is public seeding from end to end.