adidas | Coachella Mirage
Tasked with reinvigorating the adidas UltraBOOST franchise, we pioneered unexplored real estate along the infamous drive out to the desert to launch the brand’s most breathable shoe amongst the windmills of Palm Springs.
Most brands only focus on being at the festival. Not getting there. The campaign successfully cut through the noise at the festival, owning category share of voice, driving 50M earned impressions, and selling out of all three colorways - all without an official Coachella sponsorship.
The Road to Coachella
Eye-catching billboards and geo-targeted Instagram ads directed festival-goers to the adidas installation set against the desert backdrop. A strategic partnership with Neon Carnival made the activation the official pickup destination for tickets, driving influential attendees.
Defying the Desert
The sleek, high-gloss paneled build personified adidas’s UltraBOOST Clima triple Black and stood in eye-catching contrast to the desert landscape. Mesh textures and matte product displays mimicked breathable elements of the shoe while creating a comfortable oasis.
Influencer & Content Appraoch
Developed comms plan to ensure we were leveraging adidas and talent channels throughout each phase of the campaign.
Tease: Drone and timelapse footage of activation build to drive anticipation via social and paid channels.
Amplify: Hosted and captured influencer jog through desert with adidas run club, ending at activation on opening day.
Sustain: Product shoot for social and retail.