Design Director 360° Collaboration Launch, Campaign, Retail Experience, Packaging Design, Activation Agency: Johannes Leonardo Creative Director: Ferdinando Verderi

Design Director

360° Collaboration Launch, Campaign, Retail Experience, Packaging Design, Activation

Agency: Johannes Leonardo

Creative Director: Ferdinando Verderi

Mystery Phone Number: Tease 1 Two weeks prior to the launch, a series of cryptic clues appeared all over the city. A phone number written backwards appeared everywhere downtown. When you called, a robotic answering machine would repeat a date and

Mystery Phone Number: Tease 1

Two weeks prior to the launch, a series of cryptic clues appeared all over the city. A phone number written backwards appeared everywhere downtown. When you called, a robotic answering machine would repeat a date and three locations associated with a time. The question around what would happen at the three locations became a conversation on social media.

NDA Agreement: Tease 1 A series of Wild Postings appeared in New York City. On Day 1, the NDA had the fields for all parties empty. On Day 2, Alexander Wang appears as one of the parties involved. On Day 3, adidas appears as the second party in t

NDA Agreement: Tease 1

A series of Wild Postings appeared in New York City. On Day 1, the NDA had the fields for all parties empty. On Day 2, Alexander Wang appears as one of the parties involved. On Day 3, adidas appears as the second party in this NDA, this way revealing a collaboration in the works.

Censored Email: Tease 3 A second series of wild postings featured an email conversation between somebody @alexanderwang and an undisclosed recipient. The conversation was discussing legalities around a trademark infringement by a logo being place

Censored Email: Tease 3

A second series of wild postings featured an email conversation between somebody @alexanderwang and an undisclosed recipient. The conversation was discussing legalities around a trademark infringement by a logo being placed upside down. There was no mention of adidas.

Censored Email: Tease 3

Censored Email: Tease 3

anniesterenberg_aOxAW_S1-3.jpg
Craigslist Post A series of Craigslist posts recruiting for temporary positions for a fashion event specified they should be comfortable with illicit dealing.

Craigslist Post

A series of Craigslist posts recruiting for temporary positions for a fashion event specified they should be comfortable with illicit dealing.

Collaboration Reveal At the end of the Alexander Wang show during NY Fashion Week, thewhole cast came out for the finale, only dressed in the adidas originals collaboration instead of the usual show clothes. The collaboration was then finally rev

Collaboration Reveal

At the end of the Alexander Wang show during NY Fashion Week, thewhole cast came out for the finale, only dressed in the adidas originals collaboration instead of the usual show clothes. The collaboration was then finally revealed.

The day after, the collection was sold exclusively via pop up trucks in New York, London, and Tokyo. The truck locations were mentioned on the answering machine teased earlier.

The day after, the collection was sold exclusively via pop up trucks in New York, London, and Tokyo. The truck locations were mentioned on the answering machine teased earlier.

The merchandise was being sold in pure ‘black market’ fashion: off the back of a truck, in unbranded black garbage bags. Screenshot: New York Magazine, The Cut.

The merchandise was being sold in pure ‘black market’ fashion: off the back of a truck, in unbranded black garbage bags.

Screenshot: New York Magazine, The Cut.

Packaging The merchandise was sold in vacuum-sealed clear bags.

Packaging

The merchandise was sold in vacuum-sealed clear bags.

Pop-Up Scene Photographer: Daniel Arnold

Pop-Up Scene

Photographer: Daniel Arnold

Drop 1: The Purchase The campaign was then revealed in a series of drops that tell the story of a black market reseller’s journey. Photographer: Juergen Teller

Drop 1: The Purchase

The campaign was then revealed in a series of drops that tell the story of a black market reseller’s journey.

Photographer: Juergen Teller

Drop 1: The Purchase

Drop 1: The Purchase

Drop 1: The Purchase

Drop 1: The Purchase

Drop 1: The Purchase

Drop 1: The Purchase

Drop 1: The Purchase

Drop 1: The Purchase

Drop 2: The Resale Photographer: Juergen Teller

Drop 2: The Resale

Photographer: Juergen Teller

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping Photographer: Juergen Teller

Drop 3: The Shipping

Photographer: Juergen Teller

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping

anniesterenberg_aOxAW_S1-24.jpg
Design Director 360° Collaboration Launch, Campaign, Retail Experience, Packaging Design, Activation Agency: Johannes Leonardo Creative Director: Ferdinando Verderi
Mystery Phone Number: Tease 1 Two weeks prior to the launch, a series of cryptic clues appeared all over the city. A phone number written backwards appeared everywhere downtown. When you called, a robotic answering machine would repeat a date and
NDA Agreement: Tease 1 A series of Wild Postings appeared in New York City. On Day 1, the NDA had the fields for all parties empty. On Day 2, Alexander Wang appears as one of the parties involved. On Day 3, adidas appears as the second party in t
Censored Email: Tease 3 A second series of wild postings featured an email conversation between somebody @alexanderwang and an undisclosed recipient. The conversation was discussing legalities around a trademark infringement by a logo being place
Censored Email: Tease 3
anniesterenberg_aOxAW_S1-3.jpg
Craigslist Post A series of Craigslist posts recruiting for temporary positions for a fashion event specified they should be comfortable with illicit dealing.
Collaboration Reveal At the end of the Alexander Wang show during NY Fashion Week, thewhole cast came out for the finale, only dressed in the adidas originals collaboration instead of the usual show clothes. The collaboration was then finally rev
The day after, the collection was sold exclusively via pop up trucks in New York, London, and Tokyo. The truck locations were mentioned on the answering machine teased earlier.
The merchandise was being sold in pure ‘black market’ fashion: off the back of a truck, in unbranded black garbage bags. Screenshot: New York Magazine, The Cut.
Packaging The merchandise was sold in vacuum-sealed clear bags.
Pop-Up Scene Photographer: Daniel Arnold
Drop 1: The Purchase The campaign was then revealed in a series of drops that tell the story of a black market reseller’s journey. Photographer: Juergen Teller
Drop 1: The Purchase
Drop 1: The Purchase
Drop 1: The Purchase
Drop 1: The Purchase
Drop 2: The Resale Photographer: Juergen Teller
Drop 3: The Shipping
Drop 3: The Shipping
Drop 3: The Shipping
Drop 3: The Shipping Photographer: Juergen Teller
Drop 3: The Shipping
Drop 3: The Shipping
anniesterenberg_aOxAW_S1-24.jpg

Design Director

360° Collaboration Launch, Campaign, Retail Experience, Packaging Design, Activation

Agency: Johannes Leonardo

Creative Director: Ferdinando Verderi

Mystery Phone Number: Tease 1

Two weeks prior to the launch, a series of cryptic clues appeared all over the city. A phone number written backwards appeared everywhere downtown. When you called, a robotic answering machine would repeat a date and three locations associated with a time. The question around what would happen at the three locations became a conversation on social media.

NDA Agreement: Tease 1

A series of Wild Postings appeared in New York City. On Day 1, the NDA had the fields for all parties empty. On Day 2, Alexander Wang appears as one of the parties involved. On Day 3, adidas appears as the second party in this NDA, this way revealing a collaboration in the works.

Censored Email: Tease 3

A second series of wild postings featured an email conversation between somebody @alexanderwang and an undisclosed recipient. The conversation was discussing legalities around a trademark infringement by a logo being placed upside down. There was no mention of adidas.

Censored Email: Tease 3

Craigslist Post

A series of Craigslist posts recruiting for temporary positions for a fashion event specified they should be comfortable with illicit dealing.

Collaboration Reveal

At the end of the Alexander Wang show during NY Fashion Week, thewhole cast came out for the finale, only dressed in the adidas originals collaboration instead of the usual show clothes. The collaboration was then finally revealed.

The day after, the collection was sold exclusively via pop up trucks in New York, London, and Tokyo. The truck locations were mentioned on the answering machine teased earlier.

The merchandise was being sold in pure ‘black market’ fashion: off the back of a truck, in unbranded black garbage bags.

Screenshot: New York Magazine, The Cut.

Packaging

The merchandise was sold in vacuum-sealed clear bags.

Pop-Up Scene

Photographer: Daniel Arnold

Drop 1: The Purchase

The campaign was then revealed in a series of drops that tell the story of a black market reseller’s journey.

Photographer: Juergen Teller

Drop 1: The Purchase

Drop 1: The Purchase

Drop 1: The Purchase

Drop 1: The Purchase

Drop 2: The Resale

Photographer: Juergen Teller

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping

Drop 3: The Shipping

Photographer: Juergen Teller

Drop 3: The Shipping

Drop 3: The Shipping

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