To relaunch the iconic adidas Superstar shoe and reestablish its cultural relevance in Brazil, we dared to question what it means to be a superstar in today’s world.
Launched in 1969, the Superstar lives at the heart of adidas Originals brand and was once renowned for its place in rebellious street culture. The shoe needed a fresh voice and a new conversation to connect with a new generation.
With this global lens in mind, we conceived a collaborative artistic platform that intersected established and emergent artists in 3 Brazilian cities to create commissioned works that subverted the concept of Superstar. Karol Konká, one of the biggest Brazilian rappers, partnered with Fatnotronic to discover and document the superstars hidden in the karaokes of Liberdade, the traditional Japanese neighborhood in São Paulo. Fabiano Rodrigues, an iconic photographer and skater, partnered with Akira Shiroma to create a film that pictures headless skaters going around the architectural jungle of Rio, and much more.
Each collaboration was launched in intimate parties in multiple cities across Brazil. Some of the artworks traveled the world in art festivals and global magazines. During the whole year, we created PR stunts, experiences and relevant content for adidas social channels.