Playful in nature but genuine at the same time, the Tennis Hu campaign plays with scale and strips back to the core essentials of the story between two iconic men and their shoes. Pharrell Williams and Stan Smith come together to celebrate the launch of a new shoe, one inspired by the other.
Involvement: Account Management, Production, Brand Strategy, Integrated Marketing, Digital and Social Media Strategy, Copywriting
Objective: In 2017, adidas came to Lloyd&Co. with one of the company’s biggest programs of the year. Two legends were going to collaborate and develop a set of sneakers in matching color ways in hopes to simultaneously boost Stan Smith’s iconic sneaker sales and debut Pharrell Williams’ Tennis Hu sneaker.
At this time, I had begun to dive deeper into brand strategy and worked with the team to develop the story of these two iconic men and their shoes.
Solution: As adidas’ main goal was to create a resurgence in sales for the Stan Smith sneaker, we focused on creating a balance between Pharrell and Stan through creative direction and copywriting. Ultimately, we landed on a concept that celebrates Pharrell’s nod to the Stan Smith design. We brought each of their fun and unique personalities to life through a bold and timeless integrated advertising campaign with supporting digital video content and paid advertising placements with media partners, like Vogue.
The successful introduction of this new silhouette increased sell through by over 10% globally.