NMD Launch

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For the launch of NMD: adidas Originals’ new flagship sports shoe, we created futurehouse – six days of music, film, talks and workshops inside an immersive, dystopian world in the heart of East London. 60 creatives shared their talents and experiences with over 3000 visitors. With performances and live sessions from the likes of Joey Bada$$, Annie Mac, Kano, Wretch 32 & Avelino, Gary Aspden and Hypebeast, futurehouse was a celebration of creativity across the spectrum, designed to inspire a new generation of Londoners.

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NMD represents a bold switch change for adidas Originals – a shift from the self-referential, heritage pieces the brand is renowned for, to a new, future-focused aesthetic. It’s a mindset that’s shared with the latest generation of millennials, who we nicknamed Generation NMD.

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We created a media-first editorial partnership with NME, who rebranded as NMD for a unique special edition. The issue was built around the Generation NMD theme and included a feature on 10 of the most interesting young creatives around the country, coverage of all the upcoming events of futurehouse and an exclusive London-focused fashion shoot to launch the product. 350,000 copies were handed out across the UK.

We also created a localised Out of Home campaign including a mural and custom build at Old Street underground station - directing people to the site and extending the dystopian theme of the event space into the surrounding area.

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The whole NMD range sold out across the UK on launch day.