THE SNEAKER DROP NO ONE COULD SLEEP ON
adidas Originals has always existed to empower creators. As we set out to launch Nite Jogger, a sneaker geared towards late-night creators, we wanted to prove this once again.
Just like the sneakers themselves, which use reflective technology to look completely different in the dark, these creators are one thing by day, another by night. By day, nine-to-fivers, working against the rules set out by society; by night, creators finally free to work on something that matters to them.
So often, however, these creators are left working alone — with no facilitation or even anyone speaking their language. That’s why, rather than creating a traditional campaign, we created an entirely new brand:
NITE GOODS. A provider of products and services designed to fight the number one enemy of late-night creativity: sleep.
Then, instead of hyping the sneaker — we hyped the products. With full campaign ecosystems surrounding each of the NITE GOODS, from traditional media, to social activations, to physical moments on the streets of New York City.
We first turned to an object meant to comfort you, and made something that would do anything but. Hand-crafted by Junichi Nanake of Kumanokoido, the bear featured hi-vis elements, inspired by the sneaker’s own reflective detailing. Squeezing it gave late-night creators aggressive pep talks in the voice of Eric André, host of one of our audience’s most beloved late-night television shows.
GO TO BED, SNEAKERHEAD
The anti-bedtime story. Created by some of sneaker culture’s most preeminent creators: writer Fabian Gorsler of Highsnobiety, and designer/illustrator Dan Freebairn of @kickposters.
A late-night helpline creators could actually dial in-to, for inspiration and motivation to keep them going when they needed it most.
Read more and see the rest of the campaign at eriandiles.com