adidas
LA ULTRABOOST DNA (Digital, Social, OOH)
ACD
Dodgers fans have a reputation for being the #1 most committed fanbase of any MLB franchise. To celebrate their deep and colorful fandom, we helped adidas launch a special edition of the Ultraboost just for them. The limited edition shoe was designed in the four iconic colors of the seats in Dodger Stadium – something only real fans would recognize, and love.
To drive fan engagement, we took a hyperlocal approach to the work. First, we sent seeding kits to superfans and influencers made with real seats from Dodger stadium. They included the Ultraboosts, a limited edition screen printed poster, and four custom baseballs, one in each of the four Ultraboost colors.
Then, we worked with neighborhood lowrider orgs and Dodgers fan club Pantone 294 to turn real fans into talent, modeling the Ultraboost on digital, social, and wild postings around the city.
The launch culminated in a playoffs watch party with Pantone 294, with a Dodgers themed menu, limited edition giveaways, and prizes.