12 APR 2021
MediaCom worked with client, adidas, and VICE Media to launch, “Step Out to the future” the first of two campaigns geared to a sustainable future.
Launched on April 11th at the Brooklyn Public Library in Grand Army Plaza. The installation aims to display how a plastic-free future can change the world for the better.
This projection mapping activation harnessed the power of movement and light, showcasing larger-than-life visuals of greenery and growth, as we bring a vibrant future to the city. The visuals artistically integrated references on how to recycle Stan Smith’s footprint, as well as projected messaging around efforts to greenify the city. The 7-minute video was projected on a loop on the walls of the Brooklyn Public Library using LED and an eco-friendly generator. This activation supported NYC hero groups, Prospect Park Alliance , and GrowNYC, which are actively working to make NYC a waste-free city.
The campaign is a nod to an earlier campaign by adidas for its Stan Smith sneakers announcing they will be produced out of 100% eco-friendly materials by 2024. Eco-friendly art installations were placed across New York City, made of recycled out-of-home posters and chalk stencils to promote social distancing, only further the commitment to a sustainable future.
The second activation with adidas Originals was a new sustainability-focused initiative partnered with REVOLT, to further support the brand's commitment and pledge to end plastic waste worldwide. The campaign officially introduces REVOLT's new branded content agency that will produce entertaining content with influential members of the Hip Hop community to ignite cultural changes surrounding important topics and drive brand objectives.
The show, Sneakin’ in with Druski is dedicated to educating viewers about how to make simple yet effective sustainable changes, including several solutions from notable Black-owned brands. Although Hip Hop and urban culture have traditionally had limited discourse around the issue, this partnership will allow the brand to lead in educating millennial and Gen Z audiences within the Black and Brown communities worldwide while drawing viewers in with entertaining content that today's digital generation craves.
The brand-new series will feature comedian Druski, who will sneak into the homes of high-profile celebrities, including entertainment icons, Snoop Dogg, singer, actor, director Teyana Taylor , and artist Yung Miami to inspire them to maintain more sustainable lifestyles. REVOLT's partnership with Druski has cemented his ongoing role within the Combs Enterprise collective, with Sneakin' In being the most recent installment. The show premiered on REVOLT's linear TV channel and YouTube starting on April 14th and will run for five consecutive episodes.
To adidas, being sustainable means ending plastic waste. They’re doing their part by producing a sustainable version of the iconic Stan Smith shoe, which is the latest symbol for the brand’s ongoing commitment to end plastic waste. In debut of this sneaker, these two activations were created to amplify the push for a sustainable future.