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adidas • Tennis Luxe

LAUNCHING A NEW FASHION COLLECTION WITH A 360 CAMPAIGN

The Brief

Adidas approached us to launch their new fashion drop, a TikTok-trend driven collection named Tennis Luxe - and drive hype amongst a Gen Z audience. With just a linesheet and a logo, they needed us to deliver a strategy, campaign, amplification plan, rollout, and full toolkit with over 200 assets. The entire campaign had to be captured remotely during lockdown.

Concept

Our strategic response explored the culture and influences surrounding the resurgence of the tennis trend for Gen Z, including style icon Princess Diana, the development of athleisure, and the resurgence of 80s aesthetics. Our Fairy Family identified a key opportunity to diversify the trend, reclaiming elite country club aesthetics for a new generation.

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CREATIVE

Introducing Tennis Luxe by adidas. Step off the court and onto the street. Grand-slam or on the ’gram: it doesn’t really matter when you look this good. Serving low-key luxe across a palette of sleek pastel tones, Tennis Luxe has got you covered, wherever you like to play. We launched an 100% Covid-proof, self-shot hero campaign that recreated luxe 80s print ads for a contemporary digital audience, blending TikTok transitions and iPhone selfies with iconic poses and ironic copy. The campaign featured 6 stars from the fashion, music, and social industries and went live across adidas & JD Women social, e-commerce and in-store.

AMPLIFICATION

Our Fairy Networks worked with the Adidas team to expand this into an omnichannel activation via partnerships with key cultural institutions such as Refinery29 and ASOS, a seeding and gifting programme, paid influencer content and a ‘Soft Serve’ ice cream van that travelled around London serving looks to a grand-slam of social stars and cultural amplifiers. All produced and cast by us. 

RESULTS

2700% uplift in Google search frequency | Our campaign assets were the top performing content on the @adidaslondon channel  | 6.58% average engagement rate on our influencer activation - double the industry benchmark for similar campaigns | 1m+ impressions for our influencer activation with just £0.02 cost per engagement | Campaign gained coverage in several notable media outlets including Gal Dem, Daily Mail, Complex, Notion, Refinery29, PopSugar etc

'Classy, bougie, racquet' 

Gal-Dem

Featuring a campaign fronted by Complex faves such as Henrie Kwushue and Maya Jama, fast-rising singer-songwriter Beabadoobee and presenter Jasmine Muller, the collection effortlessly blends tennis and street influences, serving up strong sports luxe vibes guaranteed to be a smash hit both on and off the court this summer.

COMPLEX MAGAZINE