Adidas asked us how to build a creative tribe. But you can't ask people to join a tribe if they don't know what it stands for.

That was the real brief.

Use every touchpoint to tell the stories of the people who made Adidas Originals what it is. Run DMC recording My Adidas. Freddie Mercury at Live Aid. 1985. The list went on and on.

OOH. Social. In-store. Events. Limited edition products. Street art. Anywhere the story could live, it did.

Did we win? We didn't lose. They kept calling us back. Five times.

It never saw the light of day. Pity. It was great.