Case Study · Adidas
Adidas × Streetwear, Fashion, Gaming
Creator programme across streetwear, fashion, and gaming audiences
Category
Sportswear
Market
Greece
Format
Multi-creator · Cohort
Duration
18 months
The Challenge
Build relevance inside a culture that didn't belong to the brand.
Adidas in Greece doesn't land the same way in every niche. Streetwear, fashion, and gaming cohorts all engage with the brand on different terms, and each needs a native voice to stay credible. We ran a creator programme that seeded each of those niches with its own anchor — Chris Karakatsanis on Originals, Gun Zar on sneakers and fitting rooms, ItsPsi at MadWalk, Mortasiaaa on Superstar — so the brand stayed consistent across fronts without reading the same in any two of them.
Adidas Greece needed to stay culturally legible inside streetwear, fashion, and gaming audiences — three cohorts that rarely overlap in their content habits. The risk of one voice is that it wins one niche and goes invisible in the rest. The risk of a scattered cohort is that the brand reads differently in each and loses a single thread. We had to land the brand inside each vertical with a native creator, then repeat enough times that Adidas stopped reading as a sponsor and started reading as part of the content.
The Approach
A campaign structured as a trajectory, not a moment.
Phase 01 · Streetwear Opener
Apr 2024
Chris Karakatsanis anchors Originals
Two Chris Karakatsanis reels on Adidas Originals inside the same week in April 2024, supported by a Gun Zar street-style portrait. The opener established streetwear as the programme's primary axis and gave the brand an anchor creator whose audience was already culturally pre-disposed to Originals rather than performance.
2 reels · Streetwear anchor
Phase 02 · Repeat Cadence
Oct 2024 – Nov 2024
Gun Zar into Fitting Room rhythm
Back-to-back Gun Zar Fitting Room reels on 2024-10-24 and 2024-11-01, plus a Mortasiaaa Superstar portrait on 2024-11 to widen the streetwear bench. The shift from opener to repeat cadence signalled the programme had moved past proof-of-fit into compounding partnership with one of its anchor creators.
Repeat collaboration · Streetwear depth
Phase 03 · MadWalk Tentpole
Dec 2024
ItsPsi at MadWalk 2024
MadWalk 2024 integration with ItsPsi on 2024-12-02 — a single high-visibility fashion-show beat, deliberately distinct from the streetwear cadence, giving Adidas a cultural tentpole at year-end without disrupting the programme rhythm around it.
Fashion-show tentpole
Phase 04 · Streetwear Return
Sep 2025
Chris Karakatsanis returns
Chris Karakatsanis returns on 2025-09-12, eighteen months after the opener, closing the arc with a repeat collaboration. The return confirms the programme is ongoing rather than a 2024 one-off, and that the brand can reach back to the same anchor creator without the work feeling stale.
18-month arc · Anchor return
The Work
Featured Reels
4 clips
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