DasDays Paris
DasDays Paris was a key city activation for adidas Skateboarding. It was the only Western Europe location in a global campaign that was also executed by the brand in Los Angeles, New York City, and Sao Paulo.
Spread across 10 days the Das Days initiative comprised of many levels of execution all with the aligned purpose of significantly boosting the brand awareness amongst a targeting 16-25-year-old urban consumer.
Based around a central ‘Community Centre’ that acted as a hub for all locals to meet-up, hang-out and learn about current and upcoming activations, which were run daily. The differing levels of community events were tailored by 1993 in conjunction with the brand and included art and photo exhibitions, film premieres, adidas product wear tests, and workshops.
Other key events were a concert by music artist Lomepal, film premiere of ‘Titi’ and a public skate event City Copa.
Housed inside the Community Centre was a Day Off pop-up retail store and art exhibition curated by Quentin de Briey with photographers and artists such as Brian Lotti, Sem Rubio and Benjamin Deberdt among many others and several up and coming artists from the local scene.
1993’s role was top to bottom, start to finish. From scouting locations, dealing with city permits and approvals to execution and run of show for all events. The Das Days Community Centre was subtly branded and individually curated for the differing events, which were orchestrated by the 1993 team and used locally sourced community partners.
