adidas released limited edition NMD footwear with BOOST technology that had two key cities (NYC & Atlanta) printed on the insoles. The challenge was to create hyper-targeted activations in the cities to build awareness for the new launch.

We decided to Print the City.

Collaborating with local street artists and creatives we took over key hang out spots in NYC and Atlanta and gave our talent free reign to Print the City how they chose. This came in the form of street murals, tattoos and guerilla projections. Aiming to amplify our activation to generate global reach, we took over the creator’s social platforms and encouraged fans to join us, advertising alongside of a social competition and tours of the city in branded pedicabs.

The results exceeded expectations and we totalled 16,000,000 combined social impressions during launch week, double the target number.