CREATIVE DIRECTOR, The88 + Johannes Leonardo

Sneakerheads are smart — they know the tricks, all the angles — they will not be told what is cool.

To launch Adidas Originals’ NMD we knew that instead of trying to create ‘hype’ we needed to create an environment for ‘hype’ to happen. Through organic bleeding-edge collaborations for co-sign and intuitive use of social media for scarcity, we were able to make a new silhouette into a highly sought-after sneakerhead staple.

Launch + Social case-studies below.