Adidas South Africa unveiled marketing concepts last week that are intended to have an impact on the social lives of the youth, their primary target market.
The new campaign is called All Originals Get On The Bus. Launched at the Originals store in Melrose Arch, the campaign has introduced a branded retro bus that will travel to nightclubs, music festivals, street-inspired events, art events and various other unexpected pop-up parties.
In keeping with the retro aesthetics associated with the trefoil logo, which was created in 1972, the bus is a Seventies Volkswagen classic. It was restored to its original glory and converted into a roving promotion for Adidas Originals.
Affectionately named the Adibus, it features the classic blue-and-white logo and three stripes and is kitted out with a photo booth, sound and screens. The bus showcases Adidas Originals’ exclusive ranges, while the latest collections are presented on screen, including those of Jeremy Scott and David Beckham.
Fans of the brand are invited to enter the bus to get their picture snapped, and they stand a chance to win prizes.
The campaign is run through social media — people can follow the movements of the bus on Twitter (by following @adidasZA) and search for their picture on the Adidas Originals Facebook page.
Adidas also made a contribution to a graffiti and mural project that took place in Soweto last weekend. The All Originals Art community mural project was curated by the company A Word of Art.
It extended a concept started in Woodstock, Cape Town, in March and featured a group of 10 artists who were given a brief to create a mural on an old building in Mofolo Park and on the wall outside the neighbourhood’s Thesis concept store, which produces its own local line of clothing.
The artists also interacted with the children from the nursery school opposite Mofolo Park and held a painting and art workshop for them. The project website and blog can be visited at www.i-art-sa-project.com.