adidas · 2017
adidas:New Arrivals
Creative Director · US / Global
A product-drop email program rebuilt as a brand argument: the ones who go first are the ones who get noticed.
Problem
New Arrivals was adidas' always-on retail push, carrying new product across both houses, Sport Performance and Originals. It worked like a catalogue: here is what landed this week, here are four tiles, shop now.
"New arrivals" is the least interesting thing you can say about a new product. Every brand has new product. Nobody has been given a reason to care about it this week rather than next.
Solution
The Firsts. Not new product, but the instinct to be early: the innovator of the bicycle kick, the inventor of the bat flip, the creator of the slam dunk. Unique, individual, unconventional. One platform ran the whole program in one voice, across the email, the microsite and the banner system, and it held for a training athlete and an Originals floral hoodie without changing register.
Results
It gave a weekly retail slot a reason to exist beyond the product it was carrying, and gave two brand houses one line to stand behind: be first in what's new.
Be first in what's new.
新しいものの、最初のひとりに。
01: The Firsts
The platform, and the line it was built on. Unique, individual, unconventional.
02: The email
The lead deliverable: header, main story, recommendation stack, footer. The brand argument runs in the first screen, the product does the rest.
03: The banner system
Innovate. Invent. Create. Three verbs, one call to action, at 300x250.
04: The microsite
The same platform on mobile, holding across Sport Performance product and Originals without changing register.
