GENERATION.RDY
Promoting Adidas’ new .RDY workout apparel that is made with technology that fights against rain, heat wind and sweat. We challenged the stereotypes placed on Gen Z, by celebrating their constant state of ready.
OOH
We pitched an idea to takeover the 3 largest Adidas stores across the country and hold an activation that would invite people down just an hour before opening, celebrating Gen Z’s spontaneity. Those that make it down to the store in time will be the First To Feature, becoming some of the faces of the campaign.
At the activation, we’d ask young people what it means to them to stay .RDY, creating content pieces from this.
Showing how .RDY this generation is, they’ll get a chance to test the apparel by taking part in an in-store challenge. Each store window will recreate weather conditions that will really test out the range, if the participant manages to last the whole time in the window, they get to keep the apparel for free.
Created with Dylan Burnside at Revolt London