haus of case studies

ADIDAS ORIGINALS HAS ALWAYS EXISTED TO EMPOWER CREATORS.

But many of these creators live double-lives. By day, a nine-to-fiver, working against the rules set out by society; by night, a creator finally free to work on something that matters to them.

In short, like the sneakers themselves, which use reflective technology to look completely different in the dark, these creators are one thing by day, another by night.

So often, however, these creators are left working alone — with no facilitation or even anyone speaking their language.

THE CHALLENGE
As Originals set out to launch Nite Jogger, the sneaker geared to this late-night creator, how could we prove that we as a brand didn’t just understand them, but would be there for them?

THE IDEA
Rather than creating a traditional campaign, we created an entirely new brand:

NITE GOODS. A provider of products and services designed to fight the number one enemy of late-night creativity: sleep.

Then, rather than hyping the sneaker — we hyped the products. With full campaign ecosystems surrounding each of the NITE GOODS, from traditional media, to social activations, to physical moments on the streets of New York City.

NITEBEAR

We first turned to an object meant to comfort you, and made something that would do anything but.

Introducing NiteBear. Hand-crafted in Brooklyn by Junichi Nanake of Kumanokoido fame, and with only 60 in existence, the bear also featured hi-vis elements, inspired by the sneaker’s own reflective detailing, and the voice of Eric André, host of one of our audience’s most beloved late-night television shows.

GO TO BED, SNEAKERHEAD

The anti-bedtime story. Created by some of sneaker culture’s most preeminent creators: writer Fabian Gorsler of Highsnobiety, and designer/illustrator Dan Freebairn of @kickposters.

NITECHAT

A late-night helpline creators could actually dial in-to, for inspiration and motivation to keep them going when they need it most.

SOCIAL TAKEOVERS

GO TO BED, SNEAKERHEAD launched on @kickposters’ and Fabian’s channels as a digital story on Instagram Stories.

For NITEBEAR, Eric André himself created a social-first infomercial, giving his fans a glimpse into what was to come.

For NITECHAT, a digital film announced the number, in ways only our audience would ever notice.

THE NITETIME “BOOKSTORE”

Outside one of the City’s most iconic independent book shops, McNally Jackson, our bookshelves rolled out — when they rolled theirs in for the night.

Inviting our audience to take the books, while they still could.

OPEN AFTER DARK SEEDING KITS

Seeding kits went out to influencers, YouTubers, and celebrities, further building out the Nite Goods brand ethos, and cementing the products as a staple in late-night creativity.