It’s never too late.
Adidas Originals has a long and rich history of empowering creators. To promote their new silhouette Nite Jogger, a high-vis sneaker that transforms in the dark due to its reflective surfaces, we set our sight on the nocturnal creators who use the night to work on their passions.
The result wasn’t an ad campaign but a brand geared towards them. Subverting common bedtime tropes, Nite Goods provided tools and services that helped creators to work on their dreams while others are dreaming.
We collaborated with Kumanokoido, a toy brand popular among sneaker heads, to create a teddy bear that does all but comfort you. Instead, the high-vis plush toy gave its owners aggressive pep talks in the voice of comedian and late night host Eric André. We then dropped the bear at a nighttime claw machine in Soho, giving creators a chance to win their own.
We then tapped Dan Freebairn of popular sneaker instagram account @kickposters to illustrate an anti-bedtime story. The book was dropped exclusively at bookshelves in front of closed bookstores.
The brand was then launched with a film that introduced the products and sneaker in the style of a bizarre trip down a late-night channel surfing rabbit hole.
