How Adidas used exclusivity to become part of a community

Context

Sneaker brands have been using exclusive, limited-edition drops to build hype and desire for their products. Many smaller brands do so out of a sense of community - with small, indie skate shops release limited products to those who live, shop and skate in certain areas. But drops and hype had turned into something a bit more nefarious - as seen with brands like Supreme. Adidas wanted the hype of a drop, but also the real sense of a community.

Objectives

• Drive more hype and excitement for a new Adidas product launch than ever before
• Build a groundswell of community in Dubai and the UAE

Strategy

In June 2022, Adidas released a limited-edition version of its iconic Superstar sneakers inspired by a popular family-run restaurant in Dubai.
The brand orchestrated community outreach and in-store activations to launch the collab. They created a tour of sneaker hotspots across Dubai in a e-rickshaw decked out with Adidas and Ravi’s logos. They also worked with local, expat and South Asian influencers to boost awareness of the limited-edition sneakers. And instead of using models to show off the sneakers, the restaurant staff received Ravi x Adidas footwear and uniforms.

Outcome

The campaign earned $6.7m in PR value and reached 646 million people via earned media and 32.3 million people via social. The sneakers were completely sold out and resellers listed them for as much as $12,000 (which isn't exactly a win, but demonstrated the desirability of the sneakers).