To make the upcoming adidas Originals NMD limited edition release even more hyped and desired, the brand created a sneaker "dealer", who was the only opportunity to get the sneakers before the official start of sales.
2400 posters with the picture of NMD sneaker and a so-called dealer’s number were placed all over the city. Some of them were destroyed, some were even taken home by sneaker fans.
To make the chase for NMD harder we placed 200 different phone numbers with only 20 of them being the right ones. After a small talk with the “dealer” a person got the instructions where and when he can buy the sneakers.
The final destination of the campaign where the buyers met the “dealer” in person — a famous Russian rapper ST played this role — was located at the abandoned factory. Stylized as a squat, this location was at the same time a selling point and underground concert zone where ST performed for the visitors.
The mysterious posters and revealing video case had rapidly become a hot theme in sneakerhead community and appeared in the news. It led to 3417 calls, 15 000 000 reach and all the sneakers were sold on the first day of the release.