When adidas Originals launched their NMD range, it represented a massive switch change for the global streetwear brand. Famed for cult classics and evergreen retro styles, this was a product that looked to the future for the first time. While still drawing influence from the greatest design cues of its ancestors, NMD reimagined and disrupted streetwear like nothing that had come before.
The London launch centred around a week-long creative event hub, housed within a fully immersive, post-apocalyptic world. It included workshops, panel discussions, film screenings, art installations, and live music performances from the likes of Joey Bada$$, Kano, Wretch-32 and Annie Mac.
The wider campaign included custom Out of Home builds - extending the dystopian environment into the tunnels of nearby Old Street station, as well as bespoke street-art directional signage leading to the event.
We partnered with NME magazine for the week of the event - rebranding as NMD - and distributing 350,000 copies of the one-off magazine to Londoners at tube stations across the city. The partnership included custom editorial, highlighting and celebrating the best up-and-coming creative Londoners - many of whom were featured at the event. We also shot a separate London-centric fashion shoot for the range, which was woven within the editorial, at the event and wider branding collateral throughout the campaign.
The entire NMD range sold out on launch day.