The adidas Superstar is a true icon - a mass-market sneaker with legendary status. But by 2020, it was no longer the obvious object of desire for sneakerheads, while Generation Z gravitated toward bolder, more expressive silhouettes.
To mark the 50th anniversary of the Superstar, adidas launched a global campaign built around the idea of school. Our task was to activate this concept locally in Warsaw - with a launch planned for March 2020.
With schools closed, events cancelled, and attention focused on essentials, sneakers suddenly felt irrelevant. Instead of postponing, we acted fast – and reframed the idea to fit the new reality.
When traditional schools struggled to adapt, we launched Warsaw Sneaker School – the first e-school everyone actually wanted to attend.
Roxy, Maffashion, Swansky, Zuza Ok, Kasia Sawczuk, the Kacperczyk brothers, Sneakerboyz - all wearing the only proper school uniform: adidas Superstars.
Instead of maths or history, the curriculum covered what really mattered: fashion, street art, tattoos, music and, of course, sneakers.
Effects:
🚀 5851 students took part in the classes,
🚀 strong organic reach driven by creator participation,
🚀 a brand that showed up for Gen Z exactly when they needed it most.
Back to all work