SITUATION
Adidas needed a boost in key market Houston, Texas with the launch of a new style-forward commuter sneaker designed for people on the move.

INSIGHT
Houston doesn’t get the credit it deserves.
In 2023 alone HTX gave us the world champions of baseball, Time’s most influential person of the year, and – oh yeah – they launch rockets into outer space there. It doesn’t get more badass than that. But the city is still treated like an underdog – often overlooked in conversations about fashion and cultural influence.

EXECUTION
We harnessed this underdog spirit by putting 3 local tastemakers in the spotlight. With a zero-gravity unboxing kit and nods to the city’s space culture, we collaborated on a lookbook and social content that empowered Houstonians to show the world the moves their making.

RESULTS
Influencers along with local and national press drove 507K+ organic impressions and reached more than 250K people, leaving the NMD_S1’s iconic mark (seriously, look at that sole!) on H-town.

CO-CONSPIRATORS
Priyoshi Kapur (ACD), Jackson Ozark (ACD), Josh Mizrachi (GCD), Juels Pierrot (Producer), Jorgey, Riot Muse, Dios Team