Sendai Store Opening Celebrate Sendai Originality Project

(Adidas Japan)
To celebrate the opening of the Sendai Adidas store, we created a campaign based on the Adidas Originals slogan of “Individuality and Creativity” that harnessed the individuality and creativity of 30 groups of Sendai street musicians. The musicians, wearing free Adidas T-shirts we provided as presents, performed throughout downtown Sendai, with posters of the performers hanging in Sendai’s fashionable youth districts. A series of 30 viral videos of the street performances were also uploaded to YouTube, driving traffic to the Sendai storefront.
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