adidas Skateboarding

La Ville Rose

  • Content Production

For the launch of the adidas Skateboarding Lucas Puig Premiere ADV, 1993 created a tailored Western European campaign, which brought localisation to the global campaign narrative.

Taking inspiration from the rose-coloured heeltab of the shoe we built the story of ‘La Ville Rose’, (The Pink City), which Lucas Puig’s hometown of Toulouse is known for.

Anchored around a French villa to befit the premium lifestyle the client wanted to portray, 1993 produced a film, lookbook zine and a highly desired premium seeding kit complete with personalised Lucas Puig Crémant, Boules and plate set for a perfect French summer afternoon.

The Lucas Puig Premiere ADV campaign was aimed to resonate across core skate media but retain premium storytelling, which served to elevate the product beyond a regular skateboard shoe. Lucas Puig's natural character played into the concept perfectly.

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KA3 Launch - Berlin