THE SNEAKER DROP NO ONE COULD SLEEP ON
Adidas Originals has always existed to empower creators. But many of these creators live double-lives. By day, a nine-to-fiver, working against the rules set out by society; by night, a creator finally free to work on something that matters to them. In short, like the sneakers themselves, which use reflective technology to look completely different in the dark, these creators are one thing by day, another by night.
So often, however, these creators are left working alone — with no facilitation or even anyone speaking their language.
As Originals set out to launch Nite Jogger, the sneaker geared to this late-night creator, how could we prove that we as a brand didn’t just understand them, but would be there for them?
Rather than creating a traditional campaign, we created an entirely new brand: NITE GOODS. A provider of products and services designed to fight the number one enemy of late-night creativity: sleep.
Then, rather than hyping the sneaker — we hyped the products. With full campaign ecosystems surrounding each of the NITE GOODS, from traditional media, to social activations, to physical moments on the streets of New York City.
We first turned to an object meant to comfort you, and made something that would do anything but. Hand-crafted by Junichi Nanake of Kumanokoido, and with only 60 in existence, the bear also featured hi-vis elements, inspired by the sneaker’s own reflective detailing, and the voice of Eric André, host of one of our audience’s most beloved late-night television shows.