adidas Originals launched a completely new silhouette called Deerupt all over the world incl. Prague, key city & the capital of Czech Republic.
We have created an event concept driven by key ambassadors, key places and key moments. The multi-channel launch event took place on social media, Prague Fashion Week, the best sport shoe shops, fashion showrooms and escalated in an abandoned venue in the heart of Prague.
Everything is built on a grid, and when you understand that anything is possible.
A lot of effort has been put into invitation process. We have created local content with selected ambassadors who were inviting followers to key places(best sneaker shops like Footshop/fashion designer showroom/Prague Fashion Week) through IG Stories and photos. Whoever came there,took AR code and stood in the augmented reality installation, realistic Deerupt sneaker appeared on the screen in their hand. They took a creative or funny photo, posted it on their social and waited, if ambassador will choose them to be part of the VIP launch event for just 200 people.
As the world tires of complexity, seeking streamlined experiences, trends, simplicity arrives in its most disruptive form with Deerupt.
Integration of creator Lukas Machacek, well-know czech fashion designer, was key part of the whole experience at the VIP event. He has created the collection based on the grid which was showcased throughout the performance by the best dancers in country accompanied by an amazing light show.