adidas neo fans are mobile-first and demand a voice. So when briefed to create an innovative global activation, we launched #myneolabel on Snapchat.
We launched a film featuring ‘white looks’. Using Snapchat’s native doodle tool, budding designers created and edited their own designs. Entries from the neo community flooded in and winners were flown to adidas HQ alongside social influencer Peyton List to have their designs turned into real collection items.
We celebrated the ingenuity and creativity of the adidas neo community, hacking the world’s fastest growing platform to create a fashion line powered by the people who wear it.