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KOSATEN: Intersection of Past / Present / Future

2016

Objective

To activate and communicate the rich heritage of adidas as a holistic brand, encompassing all styles, categories, and concepts.

Description

I developed a brand concept called KOSATEN, which means intersection in Japanese. This concept aimed to provide a comprehensive brand experience that embraces the past, present, and future of adidas. We selected a prime location in Harajuku, Omotesando, for the largest exhibition of adidas heritage, current collections, innovations, and future prospects. The 10-day event featured an exciting schedule of workshops, panel discussions, and appearances by notable figures like DMC from RUN DMC, Stan Smith, Markus Thaler, and many more.

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The concept was executed across all levels, including the event location, flagship store, owned media (IG, FB, LINE, Twitter, etc.), bought media, and driven earned media by consumers.

Challenge

adidas, with its rich heritage and extensive innovations, can sometimes overwhelm consumers with its vast array of offerings. The challenge was to create a meaningful bond between the brand and the consumer through information, education, inspiration, and, most importantly, experience—despite the diverse range of categories.

Results

To execute this concept, I successfully pitched for an additional budget of over €600k from the global team at the end of December 2015. The concept felt like a relaunch of the entire brand, including both Performance and Originals lines. We were able to strengthen the bond between consumers and the brand, resulting in outstanding improvements in brand perception and significant commercial achievements.

Role: Head of adidas Originals, Yeezy and Action Sports

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