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adidas × Allbirds: FUTURECRAFT.FOOTPRINT
Client adidas × Allbirds · Agency [Agency or team] · My role [Your title on the project] · Scope Social-first campaign & .com content
The brief
adidas and Allbirds came together to make their lowest-carbon performance shoe ever, at just 2.94 kg CO2e. The campaign had to make the shoe credible for eco-conscious runners, build excitement for a limited pre-launch drop of 10,000 pairs, and engage an activist-minded audience without sounding preachy.
What we made
A social-first digital campaign: films and animations built around the conversation between two leading change-makers in sport and zero waste; a week-long running challenge with a global team of 15 runners, living the idea that our small steps add up; and fun interactive stories that put 2.94 kg into everyday language. We also created photography and digital content across adidas.com before and after launch.
My role
[What you led on this project]
[Teams, partners and vendors you managed]
[Stakeholders on the adidas and Allbirds side]
Outcome
The campaign ran for a week in December. It sold out the shoe and sparked thousands of conversations about the small steps we can all take.