**Y-3 x VIRGIN GALACTIC** Partnership

ROLE: GLOBAL CAMPAIGN DIRECTOR AT ADIDAS

OVERVIEW

The Y-3 and Virgin Galactic campaign fused high fashion with space exploration, showcasing a groundbreaking spacewear collection. Strategic media placements, social media activations, and influencer engagement highlighted the collaboration, while behind-the-scenes content showcased its cutting-edge design, elevating both brands and setting a new standard for cross-industry partnerships.

CHALLENGE

Y-3 was drifting away from adidas' core brand strategy, which is centred on pushing the boundaries of sportswear through cutting-edge technological advancements and innovative materials designed to elevate performance and comfort. As a result, the brand faced a significant year-over-year budget reduction.

JOBS TO BE DONE

Position Y-3 to be a product pioneer in the adidas stable and overall sportswear space
The collaboration was tasked with bringing Y-3’s high-fashion aesthetic and technical expertise to the creation of this space apparel.
The spacewear needed to be functional, comfortable, and safe for space travel. The design had to account for the unique demands of spaceflight, such as zero gravity, pressure differences, and temperature extremes, while still maintaining Y-3’s signature style.
The partnership aimed to align the innovative, forward-thinking image of both Y-3 and Virgin Galactic. For Virgin Galactic, it was about enhancing the customer experience with a blend of luxury and practicality. For Y-3, the collaboration was an opportunity to showcase our design prowess in a new, highly specialised field.

SUCCESS CRITERIA

Establish Y-3 as a Leader in Sportswear Innovation
Achieve Comprehensive Media Coverage
Engage Key Influencers
Showcase ROI Excellence
Reignite Executive Enthusiasm
Leverage New PR Agency

LAUNCH ACTIVATION

We curated an exclusive experience for hand-picked editors, taking them from Virgin Galactic's Mojave facility to Spaceport America to unveil the prototype flight suit. This generated extensive editorial coverage across design, style, and tech media.

We produced a launch film, imagery, and cinemagraphs, all unified by a central creative theme of fusing space, light, and shade. The campaign achieved widespread global coverage and maintained visual consistency across assets.

Media sentiment was overwhelmingly positive, with leading outlets highlighting Y-3 as the ideal partner for such an innovative collaboration.

RESULTS

The partnership garnered significant media attention, reinforcing Virgin Galactic’s image as a leader in the space tourism industry and highlighting Y-3’s ability to innovate beyond traditional fashion. It also set a precedent for future collaborations between fashion and space exploration.

PR

Global Media Coverage: The collaboration received extensive media coverage across various platforms, including fashion magazines, technology journals, and mainstream news outlets. Publications like Vogue, Forbes, The New York Times, and TechCrunch featured articles that highlighted the innovative nature of the partnership, the futuristic design of the spacewear, and the broader implications for the fashion and aerospace industries.
Event-Based Publicity: Virgin Galactic’s spacewear, designed by Y-3, was showcased during key events such as product unveilings and press conferences. These events were strategically covered by media, drawing attention to the partnership and generating buzz among fashion enthusiasts, space travel aficionados, and the general public.
Industry Recognition: The partnership was recognised within both the fashion and aerospace industries as a groundbreaking collaboration. This recognition helped solidify Y-3’s position as a forward-thinking brand in fashion and enhanced Virgin Galactic's image as a leader in commercial space travel.
Influencer and Celebrity Engagement: The collaboration attracted the attention of influencers and celebrities who shared their excitement about the partnership on social media, further amplifying its reach. This kind of organic endorsement helped drive additional media coverage and consumer interest.

THE SPECIFICS

270+ pieces of editorial coverage, from titles including VOGUE, WWD, GQ, New York Times, Dezeen, Design Boom, Mashable and Esquire
34 markets generated coverage
3,015,527,1961 combined circulation of coverage
3 target media partners – PSFK, Wallpaper* and Hypebeast – each publishing extended earned editorial across online and social
6 page print piece in Wallpaper, featuring expansive brand content and multiple brand references (including front cover of Wallpaper magazine)

SOCIAL MEDIA

High Engagement Levels: The announcement of the partnership and subsequent releases of the spacewear collection saw high engagement on social media platforms like Instagram, Twitter, and Facebook. Posts from both Y-3 and Virgin Galactic generated significant likes, shares, and comments, reflecting the public’s fascination with the merging of fashion and space travel.
Creative Campaigns: Both brands leveraged the partnership to run creative social media campaigns that highlighted the design process, the technology behind the spacewear, and the vision for space tourism. These campaigns included behind-the-scenes content, interviews with designers and engineers, and visually striking images and videos of the spacewear.
Hashtag Virality: Branded hashtags such as #Y3Spacewear, #VirginGalactic, and #SpaceFashion were used to create a cohesive narrative around the collaboration. These hashtags trended during key moments, helping to spread awareness and allowing users to follow the story of the partnership easily.
User-Generated Content: Fans of both brands and space enthusiasts created their own content around the partnership, sharing posts about the futuristic designs and their thoughts on the future of fashion in space. This user-generated content further extended the reach of the partnership on social media.
Increased Follower Growth: Both Y-3 and Virgin Galactic experienced a noticeable increase in followers on their social media accounts during the collaboration period. The partnership attracted new audiences interested in the intersection of fashion and technology, expanding both brands' digital communities.