Create an ‘Avitar’ for Adidas’ 60th anniversary online dress up party

Adidas Originals are celebrating their 60th birthday party and the Australian team has created quite a cool little online experience, an online dress up party, where you can create an ‘Avitar’, choose cool Adidas orginals clothing to dress up in, upload your pic and groove to some tunes. The main hook is a chance to hang with celebrity photographer Mark ‘Cobrasnake’ Hunter in LA. I like the idea, pretty well excuted online, although I think it’s a little behind the times given about 20 youth brands have done avatar/create your own character type ideas in the past two years…eg: Simpsonize Me. Having said that, I think Aussie youth, especially those ‘indies’ like my 16yr old

Create your Aditar at their 60th anniversary online dress up party

Create your Aditar at their 60th anniversary online dress up party

buddy Harry will get into this idea.  A bit of fun.

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2 thoughts on “Create an ‘Avitar’ for Adidas’ 60th anniversary online dress up party

  1. Repeating a functionality is an often heard criticism, but to me that’s fine. It is like a genre of interaction and not everyone can be the first one to do it.
    The one problem I had with this execution (as well as with the “Promote your own festival” from a while ago) is the overall aesthetic impression, the inherent silliness. I have worked on their global collections site for two seasons and to me adidas Original is very cool brand that doesn’t do elves-head-style wiggling about. But they bought it, so what do i know…

  2. I tend to agree with you Tim..it just doesnt have that underground, indie feel i’ve come to expect from Adidas’ Originals brand activity. Having said that, I think they got it all wrong from a tonality point of view with their ‘party’ tv spot…the danger is that they become ‘ghetto’, which is not what youth are buying into for this brand….plenty of brands play that role.

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