adidas Skateboarding

Blondey Superstar 80s

  • Campaign
  • Event
  • Retail

For the launch of the Superstar by Blondey McCoy 1993 produced the global campaign and a London launch event. For the shoe, a vegan friendly, clear, see-through shoe that sold out instantly around the world we worked closely with Blondey on all aspects of the campaign & launch.

The key asset was a skate film featuring Blondey, exclusively wearing the shoe and the three sock options that he designed to go with the product.

Freedom Nineteen

Releasing on adidas Skateboarding channels the film, produced all over Europe featured a track by Kanye West.

Photography was shot by Mike O’Meally throughout the filmmaking process resulting in a limited edition Blondey magazine. Also produced were the social, digital and print assets for adidas’ global use.

An exclusive launch event was curated in full collaboration with Blondey and held inside 'Winter Wonderland’ in London’s Hyde Park. The fully themed tent within the Wonderland featured a Blondey Superstar ice sculpture upon entrance, a DJ performance by DJ Fat Tony and a four-way screen premiering the film to seasonal drinks.

Retail Installation Slam City East

To elevate the in-store launch at retail partner Slam City Skates physically we installed a bespoke Blondey plinth and photo gallery in the Covent Garden store.

Next Project

CHARONNE Skatepark, Paris

adidas Skateboarding