adidas Originals and Champs Sports needed to launch exclusive models of their NMD shoe to a Gen Z target.

Idea

A content series about creativity and urban exploration starring Houston Texan wide receiver DeAndre Hopkins.

Each episode takes place on a different city block, where DeAndre speaks to his approach to style, creativity, and the constant search for inspiration.

Results

— Over 6.7 million views on YouTube
— Black NMD colorway was the top-selling shoe at Champs through the three-week campaign cycle.

The content series

Filmed in four hours, our agile production model turned out over 40 videos and 50 photographs published over a three-week campaign cycle.