Adidas Originals stirs up the marketing formula with the launch of FALCON
Adidas Originals, the pioneering sportswear brand for the streets, brings a fresh stir to experiential marketing with the recent launch of FALCON - a young women-focused sneaker, in collaboration with Taxi Fabric and noted artist Maria Qamar of Hatecopy fame.
Inspired by the ‘97 Falcon dorf shoe of the adidas archive, Falcon is a timeless icon that reflects a vibrant mindset and confidently harks back to the revolutionary attitude of the 90s. Taking inspiration from the rebellious and trend-setting female icons of the time - Spice Girls, Thelma and Louise, and Shampoo, Maria Qamar reimagined the 90’s with quirky, artistic illustrations and symbols of 90’s pop culture, to mark the launch of the shoe. In Mumbai, Taxi Fabric turned taxi seat covers into canvases for Maria to recreate her vision and pay a tribute to an era gone by. The adidas Originals ‘Falcon’ taxi drove around the streets of Mumbai, adding a little 90s flavour to the city.
To enhance consumer engagement, adidas Originals offered special rides in the Falcon taxi across Mumbai. Popular youth influencers and bold, creative millennial women from diverse walks of life enjoyed a fun-filled ride down memory lane in the special ‘Falcon’ Taxi that reached their doorstep to personally invite them to the big launch event! For this campaign, adidas focused on youth influencers and tastemakers; trendsetters in the fashion and creative community who confidently express themselves through inspired personal style.
Commenting on the collaboration, Sean Van Wyk, Senior Marketing Director, adidas India, said, “Creativity has always been key for adidas Originals. Be it our portfolio of products or brand cadettes, creativity and innovation is what drives our key brand ideology. For adidas, experience is the best way to build direct relationships with consumers. Our association with Taxi Fabric and Maria Qamar is yet another strategic collaboration to amplify the brand’s support towards the creative space in India, and enhance our experiential marketing strategies to create unique product experiences that bolsters wider campaigns rather than exist as siloed events. We are glad that this collaboration has brought together an established artist like Maria Qamar to reimagine the bold and fearless 90’s culture and create design work inspired by the Falcon to accentuate the brand campaign”.
“adidas Originals has been a forerunner in seeping into cultures by using design and art as a powerful tool for building and strengthening communities across the world. We are extremely thrilled to present 'The Original Influencers' by one of the most established artists today, Maria Qamar of Hatecopy fame,” added Madhuvanthi Senthil Kumar, Design Director, Taxi Fabric.
Scaling creativity to newer heights and marking the launch of the Falcon, adidas Originals announced the concept of ‘Creators Collective’ in India at the Linking Road store.
Creators collective is a platform by adidas Originals that aims to bring together a unique pool of creative spirits from different genres and engages their collective ingenuity to turn the Originals Fashion Destination Door at Linking Road into a cultural melting pot nestled within the chaos of the city. The first edition kick-started with the Falcon launch that engaged over 10 creative minds from fashion, style, art, lifestyle to assemble at the ‘makers-lab’ and co-create the Falcon by customizing a 3D version of shoe with 90s elements such as stickers, glitters, paint etc.
The power of a strong engagement plan and a tastefully curated ‘Creators’ guest list and other influencer invitees to celebrate the launch turned the Falcon campaign into the most engaging, creative and impactful activations of the brand’s Fall-Winter 18 season. Trailblazing women who are popular style icons and true sneaker hounds enjoyed their Falcon moments in the branded taxi. The shoe is being copped like a hype edition and is selling fast across retail stores as well as online.
The sneaker is available at INR 8,599 across select adidas Originals retail stores PAN India.