Adidas launches 'Unstoppable' campaign for new Rita Ora line
Adidas Originals has collaborated on a new collection with Rita Ora which is being promoted through a social media campaign that puts the singers fans at centre stage.
Created by The Upside, the ‘Unstoppable’ campaign has launched with a short animation narrated by Ora that celebrates living in the moment and saying goodbye to barriers and obstacles.
The second phase of the campaign is the 'Unstoppable' lookbook which showcases the Autumn/Winter 2014 collection – a collaboration between Ora, her fans and the Adidas Originals community.
Fans are also being invited to send selfies via social media with Adidas selecting a number of winners to be illustrated and dressed in the collection by one of five emerging illustrators. The illustrations will appear on the retailer’s website and on social media alongside Ora modelling the collection.
Adidas said the ‘Unstoppable’ campaign will drive awareness and engagement around the five separate ‘packs’ that make up the collection. Items include footwear, apparel, outerwear and accessories.
A range of social content and live experiences will take place over the next few weeks, the first of which will be a live launch at the new Adidas Originals store on Fouberts Place in London on 4 September.
Niku Banaie, founding partner at The Upside London, said: “Rita Ora Unstoppable is a really exciting collaboration that’s taking engagement with fans and communities to another level and making them an integral part of this campaign. It’s a pleasure to work with brands like Adidas who are constantly looking to the future.”
Tony Cooke, HR Director at Adidas Group will be one of the top speakers at the Retail Bulletin's 6th Retail HR Summit in London, October 8th 2014. To join your peers at this important event, click here for more information.
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