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Special Project

Special Project
From the 11th Annual Shorty Awards

adidas Originals Never Made

Finalist in Fashion, Instagram, Instagram Story

Entered in Live Event Coverage, Live Streaming Video


We were asked to create a digital experience that brought the adidas Originals presence at Hypefest to life for fans of the brands unable to attend the event. To do this, we challenged ourselves to flip event coverage on its head in the aim of utilizing our global online community of Sneakerheads whose thoughts, opinions, and views directly impacted the live event experience.

Strategy and Execution


The space featured cobblers who were able to use parts of different past Originals silhouettes to build brand new Never Made shoes.

Select fans were able to collaborate with the cobbler and choose to combine a specific set of shoe uppers and soles.

The overall look and feel of the adidas Originals installation took on a "workshop" vibe.


We livestreamed a cobbler's work from a POV perspective and allowed fans of the brand to vote on what parts of past shoes the cobbler would use. Fans also submitted names for the shoe and one of the submissions became its official name.

We mimicked this look and feel across all online content and used it to help frame the agenda for the weekend on social.

We launched a GIPHY pack of uppers and soles so that fans could create their own Never Made shoes via Instagram stories.


- 1.1 Million Instagram Story views

- 125K+ results in the poll

- 1.2 Million views of live coverage

General buzz for the event was driven by surprise guest appearances from Jaden Smith, Jonah Hill, Hiroshi Fujiwara, and more


Entrant Company / Organization Name

Annex88, adidas Originals