The brand challenged Gen Z Snapchat followers to design a new fashion line.
Adidas set out to create the perfect fashion line for Gen Z, by inviting their Gen Z fans to create the design. Through Snapchat, fans were able to take a screenshot of models wearing all white and draw their own creation. Followers could then send Adidas their design through the chat feature to enter the promotion. Four lucky winners were chosen to fly out to the Adidas headquarters and help make their vision come to life.
The campaign boasted over 4,000 entries, 1000% increase in Snapchat followers and 4 million video views. The real win here however, was their ability to give fans complete ownership of the brand in a fun and gamified way. What better way to launch a new clothing line, than have the fans participate in the creation and anticipate the end result?