Adidas : Billie Jean King Your Shoes (Teaser)
Activation from TBWA/Chiat/Day N.Y. will transform any kicks into tennis icon's signature blue three-striped sneaker
Editor's Pick
Billie Jean King has already made her mark on history--but now, she's making her mark on your shoes.
The 39 Grand Slam-winning tennis icon is at the center of adidas' unusual U.S. Open campaign in which the athletic giant will transform any kicks--whether they're adidas, Nike, Reebok, Puma or Louis Vuitton--into King's blue three-striped trainers--an homage to the shoes she wore during her historic "Battle of the Sexes" against Bobby Riggs at the Houston Astrodome 45 years ago.
The activation created out of TBWA/Chiat/Day New York is part of adidas' broader "Here to Create Change" platform and is taking place today at the Flushing Meadows adidas store. There, consumers can walk in and get their shoes a BJK makeover for free at the hands of artists using stencils and spray paint. There will also be already BJK-revamped Stan Smiths, Barricades and NMDs available for purchase, at $100, $120 and $140 respectively. If you want to pay for the "real" thing, adidas has also released a limited-edition Billie Jean King Speedfactory suede sneaker, the AM4BJK, for $200 a pair-- a more accurate clone of the pair she wore at the Astrodome decades ago.
Billie Jean King herself stars in a teaser being shared on social media to promote the event. In it, she wears a badass bright green adidas tracksuit as she spraypaints a pile of sneakers with a cosmic blue color. She'll also be making her way to the adidas store at Flushing Meadows at 3:30 PM EST to sign the made-over shoes.
Credits
- Date
- Aug 27, 2018
- Client :
- Adidas
- Agency :
- TBWA/Chiat/Day-New York
- Chief Creative Officer :
- Chris Beresford-Hill
- Executive Creative Director :
- Julia Neumann
- Executive Creative Director :
- Amy Ferguson
- Executive Creative Director :
- Al Merry
- Associate Creative Director :
- Ricardo Franco
- Associate Creative Director :
- Angelo Maia
- Associate Copywriter :
- Hana Ovcina
- Associate Art Director :
- Lukas Bruhn
- Senior Designer :
- Eric Kopicki
- Designer :
- Bonnie Wang
- Account Manager :
- Emily Zale
- Assistant Account Manager :
- Isabella Dahlke
- Senior Project Manager :
- Lauren Smiley
- Chief Strategy Officer :
- Aki Spicer
- Planner :
- Michael Obermeyer
- Community Manager :
- Bodi Karsono
- Head of Production :
- John Doris
- Executive Film Producer :
- Zamile Vilakazi
- Senior Integrated Producer :
- Jessica Fiore
- Senior Integrated Producer :
- Alex Campbell
- Associate Producer :
- Sean Riojas
- Senior Cinematographer/Editor :
- John Lynn
- Editor :
- Ling Chua
- Edit Company :
- Exile Editorial
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