2022

Brief

Connect adidas’ digital and social media presence to its retail stores, positioning local communities at the center.

Insight

Black woman allyship matters, and not just when it’s linked to oppression. To solidify the relationship between black women and Adidas, we made the black woman's experience a little bit sweeter.

Introducing the Adidas Petal Effect

Petal Effect

noun /ˈpetl ɪˈfekt/ : A multilayer adidas initiative that answers 3 objectives

1. Who do you give your flowers to?

2. How does it feel to get your flowers?

3. Where do you plant the seed?

First Petal: Community Outreach

To pay homage to Adidas history, the Petal Effect will kick off it’s community outreach by collaborating with black florists to deliver 193 flower bouquets throughout local communities to business owners, athletes, and changemakers, to give them their flowers,

Second Petal: In-Store Activation

By working with local black florists, we decided to take a biophilic approach to the store design. The first and Second petal link up with this massive digital screen that’ll allow shoppers to e-pick and send digi-flowers to special black women in their lives.