Y-3 NOCI launch

ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS

Y-3 NOCI 0003 PROMO VIDEO

Having recommended a move in event and content agency for Y-3 to Broadwick Live, where unprecedented results followed:

Feedback: Partner Yohji Yamamoto stated it was the best show we have done in over a decade, media feedback was 100% positive sentiment including the most post show media samples requests on record, the most positive uptake with buyers in over a decade
The move in agency also released €500k back to the brand to create more content and brand engagement activations

Through Broadwick Live we created an online release film and campaign photography with PHIX for the limited edition Y-3 NOCI. We teamed up with Ferrofluid artist Alessandro Brighetti to create a very unique and special film.

Invented in 1963 by NASA engineer Steve Papell as a liquid rocket fuel, Ferrofluid is a beautiful black liquid that becomes highly magnetized in the presence of a magnetic field. The first production ready NOCI 0003 was converted into a highly powerful magnetised art piece and then introduced to the Ferrofluid. The rest is physics and the results completely unique to this experimental project.

KEY OBJECTIVES & STRATEGY

Successfully launch Y-3’s latest futuristic silhouette during Paris Fashion Week: Men’s with an influencer seeding initiative

Deliver against two objectives:

Activate influencers and social media to create immediate hype and demand
Underpin Y-3’s position as the pioneer of futuristic sport fashion – the first brand to launch a sneaker to consumers after a catwalk show.

RESULTS SUMMARY

94 pieces of collated coverage across social and online in 8 markets
Combined circulation/reach of over 465,824,718 and growing
9 high impact celebrity and industry influencers attended the show wearing NOCI 0003 and posted on social channels
Total social reach of all influencers 3,295,508
Successfully seeded to 20 target influencers during Paris Fashion Week: Men’s including Winnie Harlow, Neelam Gill, Luka Sabbat, Michal Pudelka, YungJun Koo, Cali Dewitt
Target titles secured, including VOGUE, WWD, HYPEBEAST, HYPEBAE, High Snobiety and Esquire

INFLUENCER HIGHLIGHTS & SUMMARY

25 pieces of collated social coverage across multiple channels
Total reach of influencers who posted 1,991,771
Total engagement from posts 145,685 and growing
Winnie Harlow, Neelam Gill, Luka Sabbat, Dan Bailey, Cali Dewitt, Motofomi Poggy Kogi, KB Lee, Mago and Ry Barr wore NOCI 0003 to the show
Positive comments regarding the seeding packs

GIFTING PACK

INFLUENCER FEEDBACK ON NOCI 0003 GIFTING

Gosha Rubchinskiy, Designer, loved the seeding pack so much he told Rick Owens, who asked for one too!
Michal Pudelka, Photographer, “They’re absolutely amazing!!”
Yungjun Koo, Photographer/Influencer, “I need to get those shoes!!”
Graham Rounthwaite, Creative Director, i-D ‘The NOCI 0003 arrived!!! Very kind, thanks so much! Walk like YOHJI!”

MEDIA COVERAGE HIGHLIGHTS & SUMMARY

70 pieces of NOCI and NOCI 00003 specific collated media coverage
Combined circulation/reach of over 455,446,688
PR support in 6 markets and coverage in 8 markets
Target titles secured, including VOGUE, WWD, HYPEBEAST, HYPEBAE, High Snobiety and Esquire
Coverage secured in specialist sneaker titles
Inclusion of key messaging and positive sentiment throughout coverage