The Tennis Icons campaign is the introduction of Pharrell’s first signature silhouette Tennis Hu, a modernized tennis shoe inspired by the classic Stan Smith. The instantly recognizable colorways released for this campaign pay homage to the icon and celebrate the relationship between Stan and Pharrell, which will resurface later in the year.
Involvement: Account Management, Brand Strategy, Production, Integrated Marketing, Digital and Social Media Strategy
Objective: Create a global integrated advertising campaign that sets the tone for Pharrell’s very first sneaker debut, treading new territory while clearly nodding to adidas Originals’ rich history.
Solution: We developed a type and product centric campaign to deliver outstanding and shareable content for traditional print, retail, and digital media channels. Our key messaging, “Introducing Tennis Hu. Inspired by the Original, reimagined by Pharrell Williams.” stays true to the core of the Hu franchise by promoting collective power and paying homage to the past.
We delivered outstanding feature pieces and product focused coverage through traditional print, retail, and media channels to establish conversation with relevant audiences and to drive consumer brand advocacy.
The successful introduction of this new silhouette increased sell through by over 10% globally.