The Campaign

For the Adidas PROPHERE sneaker launch, we created an event challenging sneaker fans to actually steal sneakers legally. It appeared as simply another sneaker release event, but when visitors entered the fitting booth, ‘steal them!’ was suddenly displayed on-screen. If they removed the sneakers undetected by either security or hidden cameras within a given 2 minutes, the sneakers were theirs. However, if they were caught, the sneakers were seized by security. The sudden thrill associated with these new sneakers was unforgettable, particularly because Japan has a very low crime rate. News of this activation event quickly spread among fashion enthusiasts and visitors.

The Brief

The total budget given was equivalent to approximately 70,000 USD. The breakdown is as followed: Design: $10,000 Movie: $10,000 PR: $10,000 Event: 40,000

Creative Execution

We announced the event on Dec. 5th, prior to the product release, and 200 guests were invited to what appeared to be a simple sneaker release event. We rented out Tokyo’s most popular club, and as the first ever ‘legal theft’ event on Dec 10th, guests couldn’t hide their surprise. Successful ‘thieves’ were presented with a mugshot-style portrait plus the sneakers.22 hidden cameras at the venue captured video of guests ‘stealing’ PROPHERE, delivered in real-time via Facebook Live to share the atmosphere of this thrilling project. Post-event, video footage of the ‘stealing’ was edited and expanded for advertising use.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our sneakerhead guests successfully stole a total of 10 pairs, a fact spread by the winners themselves as well as on Instagram by other unsuccessful visitors, creating a strong brand engagement with all the guests. Our efforts were picked up by more than 250 media channels, with favourable commentaries coming from prominent media such as Campaign (“Fairly novel”), as well as praise from specialist industry journals HYPEBEAST and SOLE COLLECTOR, SWAG homme(“Provoke the hidden desire”). Earned 200K+ traffic to online shop after event. Stock is running out at store after store. Of course it hasn’t all been stolen.

Explain why the method of promotion was most relevant to the product or service

January in 2018, Adidas Japan let sneakerheads steal brand new shoes?“PROPHERE“, legally. Since, Japan is famous for some of the lowest crime rates in the world, a country full of good boys and girls, this activation achieved huge success. The reaction was rapidly spread by word of mouth and more than 250 media channels covered the promotion. We believe this activation: successfully offered an experience of brand new sneakers’ world view with thrill of“STEALING”, is ideal for Brand experience & Activation Lions.

Sneakers are one of the most “addictive” items among many fashion goods. “Sneakerheads”: people deeply in love with sneakers, are always hunting for leak information of brand new shoes, day and night. Adidas Japan targeted such sneakerheads with high sensitivity and spreadability to make a strong relationship with brand new shoes,“PROPHERE“. The most challenging promotion ever executed was essential in order to achieve the goal, rather than just finished as an ordinary releasing party.