How do you get a show-stopping ensemble of pop culture icons to star in your ads? Throw a house party. To promote the 60th anniversary of the brand’s triple stripe icon, adidas launched a global marketing campaign featuring TV and print work from the adidas Originals House Party. Party guests included over a dozen artists and athletes including Missy Elliot, David Beckham, Russell Simmons, Katy Perry, and The Ting Tings. More elements of the campaign are expected throughout the year.
Last night, adidas brought the ad concept to life with a real house party in Berlin. Hosted at the adidas No. 74 concept store, the space was transformed to mimic an actual house party featuring a living room and kitchen with self-serve drinks, pizza delivery throughout the night, and plenty of music. The Berlin house party was more than just a venue to celebrate. adidas was also offering shoes for 19.49 Euros (about $25), which had a continuous line of fans waiting outside for most of the day.