DROPSTEP

ADIDAS X JD

CREATIVE STRATEGY.  CAMPAIGN CREATIVE.  SHOOT PRODUCTION.  SOCIAL STRATEGY.  SOCIAL ROLLOUT.  INFLUENCER ENGAGEMENT.

adidas Originals and JD paid homage to the court shoes of the 1980s with the launch of the Drop Step sneaker. A campaign celebrating the coming together of European court culture and street aesthetic aimed at the JD Gen Z consumer.

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With London and Paris the two leading European markets for the sneaker, the campaign focused on the parallels between the two cities' daily lives and cultures. The common ground? The Drop Step sneaker.

We followed the journeys of Gen Z talent as they each headed across their home cities of London and Paris wearing the Drop Step, highlighting the moments where culture crosses over. Behind-the-scenes motion and B-roll footage was captured in both cities, building the energy of the locations through quick cuts of everyday life.

This aesthetic merged with the energy of a street-style lifestyle approach, ensuring the campaign felt accessible to the JD consumer supported by genuine interactions with the environment of the cities they know so well.

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