In 2015, with the mainstream rise of sneaker culture, adidas wanted to bring one of its signature lines back into the spotlight: the Superstar. After researching the industry and highlighting some significant flaws in releasing new products, adidas began a year-long marketing and re-branding campaign. The campaign raised hype for product releases and created a community surrounding them, offering outlets for customers’ creativity and new ways to engage. In partnership with Sid Lee, the Dreamspace team produced this video that explains the overall project and its many successes.
