Vicky Beercock
Creative Brand Communications and Marketing Leader | Driving Cultural Relevance & Meaningful Impact | Collaborations
adidas by Raf Simons
ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS
PARTNERSHIP OVERVIEW
adidas partnered with Raf Simons to elevate its brand by blending high fashion with sportswear, merging the Belgian designer’s artistic touch with the functionality of classic Adidas styles like the Stan Smith and Ozweego. This collaboration aimed to expand adidas' market, enhance its luxury image, and push sneaker design boundaries, leveraging Simons’ connections with youth culture and art to boost appeal among trend-conscious consumers. The partnership also attracted influencers and celebrities, boosting social media presence and helping adidas stay competitive in the high-fashion sneaker market.
GLOBAL PR AND INFLUENCER STRATEGY
OBJECTIVES
PRIMARY
Drive desire, excitement and understanding around the collections including seasonal colourways and styles
Position the partnership Raf Simons as a collaboration that reflects designs that are always looking for the now and tomorrow
Be less reactive and more proactive in placing relevant and on-target placements in top 20 local media
SECONDARY
Drive excitement around the continued evolution of the iconic Stan Smith, reimagined and infused with Raf Simons’ signature style and flair
Brand Positioning: Establish adidas by Raf Simons as a leading collaboration in the intersection of high fashion and sportswear.
Audience Reach: Expand the reach to both fashion-forward consumers and traditional sneaker enthusiasts.
Sales Growth: Drive sales through high-profile launches, limited editions, and strategic retail partnerships.
Brand Awareness: Increase global awareness through media coverage and influencer endorsements.
APPROACH
Influencer Collaborations: Partnered with top fashion influencers and celebrities, sending limited-edition sneakers for social media exposure and global campaigns.
Media and Press Events: Held exclusive Fashion Week events in cities like Paris and New York, attracting fashion editors, bloggers, and celebrities for extensive media coverage.
Digital Campaigns: Used Instagram to create striking content showcasing design details and innovations, including teaser campaigns and influencer takeovers.
Retail Partnerships: Worked with high-end retailers and concept stores for exclusive launches and pop-up events, creating buzz and engaging local influencers and media.
RESULTS
Increased Brand Equity: The collaboration significantly elevated Adidas' brand equity in the high-fashion space, positioning it as a forward-thinking brand capable of blending luxury with sportswear.
High Media Coverage: Each collection received extensive coverage in leading fashion publications such as Vogue, GQ, and Hypebeast, further cementing the collaboration's status in the fashion world.
Influencer Engagement: The strategy successfully engaged top influencers, resulting in a high level of organic social media coverage, with thousands of posts featuring the sneakers, often garnering millions of impressions.
Sales Performance: The collections, particularly the limited-edition releases, saw rapid sell-outs and strong resale market performance, indicating high demand and consumer interest.
This combination of high fashion design and strategic marketing helped solidify Adidas by Raf Simons as a highly respected and sought-after collaboration in the fashion and sneaker industries.
A SNAPSHOT OF SOME OF THE COLLECTIONS
PRESS COVERAGE SNAPSHOT
OVERVIEW OF COLLECTIONS
SS16 (Spring/Summer 2016): Minimalistic designs with futuristic elements, updating the Stan Smith and Ozweego with premium materials and bold color contrasts.
AW16 (Autumn/Winter 2016): Dark, industrial aesthetic with metallic tones and aggressive Ozweego designs featuring layered materials and thicker soles.
SS17 (Spring/Summer 2017): Vibrant colors and playful designs with lighter materials, reimagining the Ozweego and Stan Smith in avant-garde hues.
AW17 (Autumn/Winter 2017): Youth culture meets high fashion with bold colors and exaggerated silhouettes, featuring dramatic Ozweego designs and subtle Stan Smith updates.
SS18 (Spring/Summer 2018): Minimalist aesthetics with clean lines and art-inspired influences, introducing slip-on versions and unconventional sneaker designs.
AW18 (Autumn/Winter 2018): Futuristic and avant-garde with innovative materials and architectural silhouettes, elevating the Ozweego with chunky soles and complex layers.