In 2015, with the mainstream rise of sneaker culture, Adidas wanted to bring one of their signature lines back into the spotlight; the Superstar. After researching the industry and highlighting some major flaws in how new products were released Adidas began a year long marketing and re-branding campaign. This not only raised hype for product releases, but also created a community surrounding them, offering outlets for customer’s creativity and engaging in new ways. In partnership with Sid Lee, the GRAFX team produced this video, explaining the overall project and its many successes.

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