Sending sneakerheads back in time to unbox new adidas x ESPN SportsCenter Top Ten collab
To celebrate adidas and ESPN’s shared history in a way that would excite fans young and old, we launched the adidas Top Ten Hi ESPN 1979, a limited-edition sneaker born of a collaboration between ESPN SportCenter’s Top Ten and adidas’ Top Ten basketball shoe.
To mark the genesis of these two sport icons, we ventured deep into sneaker culture’s unboxing phenomena and created custom packaging designed to look like a TV set from the late 70s. Inside, the sneakers sat on a replica of the original SportsCenter studio set. Open the box and “DaDaDa! DaDaDa!” the iconic ESPN SportsCenter Top Ten soundtrack transports you back in time – albeit with added sax.
Heavily influenced by the very first SportsCentre episode, the shoes’ cream faux snakeskin colorway and embellished gold lace charms added an extra 1979-inspired flex.
To accompany the drop, we created an aged user manual with further insight into the story of the two brands, along with a retro futuristic Top Ten for the new sneaker. An intergalactic journey through the shoe’s story and design. All delivered in typical Top Ten fashion with sportscaster swag.
Intending to drive awareness through disruptive activations and content, we ensured the first to receive these special-edition kicks was none other than unboxing king Jacques Slade. As documented in his unboxing video, he found himself transported back in time to the original ESPN SportsCenter desk to deliver his official review of the collab.
As expected, the shoe had a rapid 100% sell-out. Catch the video case study below.
Client
Specialisms involved
To celebrate adidas and ESPN’s shared history in a way that would excite fans young and old, we launched the adidas Top Ten Hi ESPN 1979, a limited-edition sneaker born of a collaboration between ESPN SportCenter’s Top Ten and adidas’ Top Ten basketball shoe.
To mark the genesis of these two sport icons, we ventured deep into sneaker culture’s unboxing phenomena and created custom packaging designed to look like a TV set from the late 70s. Inside, the sneakers sat on a replica of the original SportsCenter studio set. Open the box and “DaDaDa! DaDaDa!” the iconic ESPN SportsCenter Top Ten soundtrack transports you back in time – albeit with added sax.
Heavily influenced by the very first SportsCentre episode, the shoes’ cream faux snakeskin colorway and embellished gold lace charms added an extra 1979-inspired flex.
To accompany the drop, we created an aged user manual with further insight into the story of the two brands, along with a retro futuristic Top Ten for the new sneaker. An intergalactic journey through the shoe’s story and design. All delivered in typical Top Ten fashion with sportscaster swag.
Intending to drive awareness through disruptive activations and content, we ensured the first to receive these special-edition kicks was none other than unboxing king Jacques Slade. As documented in his unboxing video, he found himself transported back in time to the original ESPN SportsCenter desk to deliver his official review of the collab.
As expected, the shoe had a rapid 100% sell-out. Catch the video case study below.
Highlights
