adicolor - ss23

The ask was to create an always-on campaign (consisting of 3 toolkits) for adicolor 2023 that gives a natural evolution to the work previously done on the franchise and progresses the creative further.

Over the months of December, January/February and March/April make sure to build on cultural credibility, speaking to Gen Z as our target audience.

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MAIN CHARACTER ENERGY

Main Character energy is everywhere. TikTok, Instagram, Snapchat  – and used to describe when we are “feeling ourselves”, when we step out with confidence, love for who we are and an unapologetic air of being ourselves with no fucks given.

In 2023, everybody should be the main character of their own lives and we are here for it. This is a mindset that is undeniably adidas.

Spot on with our new strategic proposition for 2023 “With Love, Impossible is Nothing”, Main Character energy is how we as a brand would love to see people feel about themselves – and adicolor is at the centre of it as a franchise, embracing everybody as they are and offering a range of clothes to be comfortable and yourself in.