Vicky Beercock

Creative Brand Communications and Marketing Leader | Driving Cultural Relevance & Meaningful Impact | Collaborations

**Y-3 SPORT** Launch

ROLE: GLOBAL CAMPAIGN DIRECTOR AT ADIDAS

TASK

Y-3 SPORT marks the latest evolution in the highly innovative collaboration between adidas and Yohji Yamamoto. As the brand that pioneered the sport-style movement, the launch had to guarantee authenticity and credibility, appealing to the uncompromising Y-3 consumer while achieving widespread global visibility.

CONCEPT

We launched Y-3 SPORT through a strategic collaboration with i-D magazine, featuring the 'There Are No Rules' campaign that blended raw energy with high-fashion styling to present a bold new perspective. The campaign, which aimed to capture a global audience, unfolded in three stages: content creation, a launch event, and a global print editorial. Acclaimed director Nathalie Canguilhem produced a striking short film and imagery that premiered with i-D before broader distribution. The launch event, hosted by i-D founders Terry and Tricia, showcased Y-3 SPORT to top fashion influencers, while a globally syndicated print editorial included an exclusive interview with Yohji Yamamoto. Digital and social media support from i-D and VICE's networks bolstered each stage of the campaign.

RESULTS

12 million global reach across i-D and VICE networks alone
33 million social media impressions throughout the launch phase
15 markets generated earned media coverage using collaboration assets
587,074,135 combined readership of earned media coverage across titles including WWD, VOGUE, Esquire, GQ, WSJ, ELLE, Hypebeast, High Snobiety, Complex, Hunger, L’Officiel and Freshness
8 page print editorial published in i-D across 10 commercially key markets
1 launch event hosted by i-D founders Terry and Tricia Jones and attended by guests including Alastair Mckimm, Graham Rounthwaite, Holly Shackleton, Nathalie Canguilhem, Molly Bair, Fernanda Ly, Ruby Aldridge, Arden Wohl, Heather Kemensky, Jessica Joffe, Princess Nokia, Holli Smith, Josh Olins, Dilone, Harleth Kuusick, Leslie Kirchoff, Collier Schorr, Conie Vallese, Rebecca Malinsky, Francesca Defuco and others,

Y-3 partnered with I-D to create the Y-3 SPORT launch film and A-list New York screening event.

‘THERE ARE NO RULES’

Directed by Nathalie Canguilhem.

Nathalie’s visionary storytelling transforms every frame into a dynamic blend of art and emotion, which made her the perfect partner for Y-3's bold, boundary-pushing launch film.