Adidas Originals - Arkyn
Arkyn, a brand new silhouette for a brand new generation of female creators.
Creative IMC conceptualization and overall campaign supervision.
#NeverJustOneLabel
Arkyn is more than a shoe- It’s a way of thinking. Women these days should not be confined to just one label, just like streetwear cannot be defined by just one look. To celebrate the launch of Adidas Originals’s first women’s-only shoe, we created Arkyn Club in Shanghai- a hub for female creativity.
As the creative lead behind the China implementation of the global campaign, we’re thrilled to have worked with Adidas, Yang Mi, and Kendall Jenner to bring a new way of thinking to female streetwear hype in China.
Arkyn Duct Tape
If Supreme can sell a brick and Prada can sell a paperclip- Adidas Originals can sell duct tape. For the campaign, we created a tangible way to bring #NeverJustOneLabel to life. By allowing women to customize their own hashtags (e.g. #impulsive #imperfect #impractical) via Originals Duct Tape, we gave our consumers a way to physically tag their lives with our brand. This also existed as the visual identity throughout the campaign.
To launch our campaign, we hijacked our owned channels via duct tape. We took celebrity and influencer hashtags (e.g. #catrights #straightassteel #prude) and completely taped over- Well, everything.
Arkyn Club: Kendall Jenner’s First Public Appearance in China
Kendall made her first-ever public China appearance with T.I.A. at Arkyn Club. Here, we re-created celebrity bedrooms and closets to facilitate an “IKEA-style” shopping experience. Instead of simply wandering through the venue then being pressed to purchase at the end, we give you an opportunity to browse and pick products along the way.