Rather than making commercials, they invest in films that audiences will seek out. With unique access to global talent in sports, design and entertainment – and close relationships with all the biggest digital studios and TV networks – our media division makes this possible.
A good example is LACE UP: THE ULTIMATE SNEAKER CHALLENGE.
With a strong legacy in the sneaker business—our very own Donald Dell, Group President, negotiated the Air Jordan deal with Nike and the Stan Smith deal with Adidas—we saw an opportunity to connect with a sneaker-obsessed millennial audience.
LACE UP: THE ULTIMATE SNEAKER CHALLENGE is the first reality show where aspiring designers from around the world design and produce the next great sneaker.
The stakes are high, with an epic prize for the winning team: their own limited-edition James Harden sneaker to be sold on adidas.com, and design jobs at adidas.
Celebrity judges included: NBA stars James Harden and Damian Lillard, rappers Fetty Wap and Macklemore, actors Anthony Anderson and Jamie Chung, super model Ashley Graham, restauranteur Eddie Huang and YouTube star Swoozie.