All Work
In-Game Activation — Product Launch
Adidas Ozworld
Launching a sneaker inside the worlds where its buyers already live.
Client
Adidas
Role
Creative Direction
Year
2022
01 — Challenge
Launch a physical product to a digital-native audience.
Adidas Ozworld needed to matter to young players who express identity in-game long before they do in real life.
02 — Insight
Self-expression starts as an avatar.
For this audience, the avatar is the first outfit of the day. A sneaker launch had to live where identity is actually built.
Dress the avatar and the person follows.
03 — Approach
Make the product a wearable inside the game.
We activated the launch inside popular game worlds, turning the shoe into a claimable in-game item tied to a personality-driven identity system.
04 — The Work
A launch you could wear before you could buy.
In-game wearables, a personality-led identity quiz, and creator activations that bridged virtual and physical.
Results — Box Score
52M
Activation Reach
3.1M
In-Game Claims
27%
Youth Awareness Lift
6
Game Worlds
18
Creator Activations
RECOGNITION
Winner, Best Metaverse Marketing Campaign — 2022 Digiday Awards Bronze, Best Use of Media — 2022 Media Innovation Awards