Vicky Elmer

Overview

I led the global launch of Y-3 × Virgin Galactic, a landmark partnership that fused high fashion with space exploration to reposition Y-3 as a product and innovation pioneer within the adidas portfolio. The programme combined a prototype reveal, a tightly curated editorial strategy and a premium content ecosystem designed to earn credibility across fashion, design and technology audiences, while reigniting internal confidence in Y-3’s role as a brand that pushes boundaries.

The Challenge

Y-3 was drifting away from adidas’ core innovation narrative at a time when the brand faced major budget pressure. The mandate was clear: re-anchor Y-3 in performance-led innovation while preserving the brand’s fashion authority and Yohji-forward creative edge. The partnership had to prove that Y-3 could still lead culture, and do so with real product and technical legitimacy.

Strategy

I designed the partnership to deliver three outcomes:

• Reposition Y-3 as an innovation leader in the sportswear and adidas ecosystem

• Create an earned-first global moment that travelled across fashion, design, tech and mainstream media

• Deliver a consistent, premium content system that made the collaboration feel inevitable, not gimmicky

The creative idea fused space, light and shadow, bringing the technical and the editorial into a single visual world across film, imagery and cinemagraphs.

Launch Activation

To earn credibility at the highest level, I curated an editor immersion for a hand-picked group of global tastemakers, taking them from Virgin Galactic’s Mojave facility to Spaceport America to unveil the prototype flight suit. This was designed as an editorial experience, not a press event, ensuring the story landed through craft, access and authenticity.

I oversaw the integrated global communications plan across media, content, social and influencer amplification, ensuring tone and visual coherence across every asset and market.

Results

The partnership delivered extensive global coverage and became one of adidas’ most commercially efficient earned-first launches:

• 270+ pieces of editorial coverage across 34 markets

• Coverage secured in top tier titles including Vogue, WWD, GQ, The New York Times, Dezeen, Designboom, Mashable and Esquire

• Strategic media partner storytelling with Wallpaper*, Hypebeast and PSFK

• A major Wallpaper* feature including a print cover moment and extended editorial

• Estimated €30m earned media value from a €50k investment (603:1 ROI)

• 90M social impressions generated through 19K+ mentions across media and social ecosystems

Strategic Impact

This partnership re-established Y-3’s role as an innovation flagship within adidas, proving the brand could deliver culturally dominant, editorially credible work with clear commercial efficiency. It set a benchmark for how to build cross-industry partnerships that earn attention through access, craft and product truth, and it became a repeatable model for premium, earned-first global launches across the wider adidas portfolio.

Wallpaper* Magazine Feature

Y-3 x VIRGIN GALACTIC PARTNERSHIP PR CONTENT

COVERAGE EXAMPLES

EXAMPLE OF PRESS SHOTS