Challenge
To support the comeback of the iconic adidas SL 72 sneaker, adidas Originals wanted to build sustained social media buzz from April 7 to August 25, 2024, ahead of the major Courir retail campaign, positioning the SL 72 as the go-to choice for Parisian casual chic women. The challenge entrusted to our fashion influence agency in Paris: activating credible, bankable prescription among fashion, lifestyle and streetwear influencers, capable of establishing the new adidas Originals IT-sneaker as the signature shoe of the season in a fiercely competitive women's sneaker market.
Concept & Stratégie
As a Paris-based influencer marketing agency specialised in fashion and lifestyle influence campaigns, we designed a premium, differentiating activation: the creation of a 72-strong ephemeral squad of fashionistas, singular talents who define today's style and creativity. A sharp casting built through a data-driven fashion influence strategy, designed to cover the full spectrum of the Parisian casual chic archetype, from cutting-edge fashion content creators to more mainstream lifestyle figures.
From April to September 2024, our fashion influencer squad brought the SL 72 to life through their worlds and their communities. Our Next-Gen Influence methodology (Data > Idea > Ecosystem > Reach > KPI)structured a360° programmebuilt around three levers. First, an immersive kick-off event designed as a giant studio experience, conceived as an ultra-shareable launch moment. Second, personalised exclusive experiences for each influencer, building a strong emotional attachment to both the product and the brand story. Third, unique creative moments and bespoke activations throughout the season, fuelling continuous social conversation and sustaining momentum all the way to the Courir campaign launch.
This sneaker influence campaign reflects our positioning as a Paris PR and influence agency, a pioneer of integrated influence since 2014, capable of orchestrating premium fashion influencer activations over extended timelines, with a content strategy tailored to the most demanding fashion communities.
KPIs
Over 15 million impressions generated across the fashion influence campaign
