PARTNERSHIP SUMMARY

The Adidas by Rick Owens collaboration is renowned for blending Owens' high-fashion aesthetics with Adidas' athletic heritage, resulting in distinctive, oversized silhouettes and a futuristic, dystopian look that challenges traditional sportswear. By infusing Adidas’ classic designs with Owens’ avant-garde edge, the partnership created a unique market niche and leveraged Owens' fashion reputation to attract a broader audience. The focus on limited edition releases further generated exclusivity and buzz within the fashion community.

EXAMPLE OF PRODUCTS

PARTNERSHIP OBJECTIVES

1. Create Distinctive Products: Develop a product line that stands out in the crowded sportswear market through bold, avant-garde design.

2. Enhance Brand Image: Strengthen adidas’ positioning as a forward-thinking, high-fashion brand.

3. Drive Sales: Increase revenue by tapping into the high-end fashion market.

APPROACH

1. Design Collaboration: Owens designed a range of products, including sneakers and apparel, with a futuristic and often exaggerated aesthetic.

2. Integration of Branding: The collaboration maintained adidas’ iconic branding while incorporating Owens’ unique style elements, such as elongated silhouettes and unconventional materials.

3. Strategic Releases: The partnership released collections seasonally, each building on the previous ones and often featuring limited runs to heighten demand.

GLOBAL PR STRATEGY

Targeted Media Outreach
Engaged high-profile fashion, lifestyle, and sports media with exclusive previews, interviews, and behind-the-scenes content.

Press Releases and Media Kits
Timed announcements with major fashion events, providing detailed media kits for broader influencer reach.

Launch Events and Press Tours
Hosted exclusive events in fashion capitals with runway shows and celebrity appearances to boost media coverage.

Storytelling and Brand Messaging
Crafted a compelling narrative and high-quality visual content to highlight Rick Owens' design and Adidas' innovation.

INFLUENCER STRATEGY

Curated Influencer Partnerships
Fashion icons and celebrities with a strong influence in fashion and sports showcased the collection, blending high fashion with athletic wear.

Social Media Campaigns
Instagram and TikTok were used for exclusive content and hashtag campaigns to amplify influencer and fan engagement.

Collaborative Content Creation
Influencers received early access for sneak peeks and sponsored posts, creating engaging and authentic content.

Ambassador Programs
Long-term influencer partnerships maintained ongoing visibility and credibility for the collaboration.

GLOBAL PR AND INFLUENCER RESULTS

• Enhanced Brand Visibility: The PR and influencer strategies significantly increased the visibility of the adidas by Rick Owens collaboration, reaching both fashion enthusiasts and sportswear consumers.

• Strong Media Coverage: The campaign generated extensive media coverage across fashion, lifestyle, and sports publications, reinforcing the collaboration’s innovative and high-fashion credentials.

• High Social Media Engagement: Influencer content drove high levels of engagement on social media platforms, with widespread sharing and interaction around the collection.

• Increased Demand and Sales: The buzz generated by PR and influencer efforts contributed to high demand and successful sales of the limited-edition items, reflecting the effectiveness of the strategy.

PRESS COVERAGE SNAPSHOT

COLLECTION OVERVIEW

Spring/Summer 2016 (SS16)
Oversized silhouettes and bulky “Tuber” sneakers in dark, experimental textures.

Autumn/Winter 2016 (AW16)
Exaggerated “Geobasket” and “Runner” silhouettes with dark, sculptural designs.

Spring/Summer 2017 (SS17)
Rugged “Dior” sneakers combining minimalism with practical, avant-garde design.

Autumn/Winter 2017 (AW17)
Gothic-inspired “Runner” and “Tuber” silhouettes with asymmetrical lacing.

Spring/Summer 2018 (SS18)
Bold industrial “Bball” and “Blabber” sneakers with unconventional shapes.

Autumn/Winter 2018 (AW18)
Grunge and futuristic “Sole” and “NMD” silhouettes with edgy, technical designs.