I’ve been talking about one of the key rules for youth brands being ‘DO STUFF before you say stuff’, well Adidas already has way more street culture cred than Nike or Puma via their Originals range, but they’ve now come up with a cool app which consolidates that position, in German anyway. They’ve created the Adidas Urban Art Guide to Berlin which lists all the top graffiti locations in the city.
Users download the application for free, giving them access to a Google map of Berlin that’s pegged with the locations of its urban art masterpieces. The map can be navigated in several ways: “Find artworks nearby” provides users with a map of art works in their immediate vicinity; “Tour guide” calls up a curated walking tour of local urban art; and “Gallery” gives users the option to browse the city’s street art and then seek out their favourite pieces. Users can click on each marked location to call up images as well as information about the piece, the artist and further references.
The app’s interactive elements including rating and commenting functionalities, and letting users upload their own snaps of new art, which keeps the map cutting-edge at no extra cost to Adidas. Berlin is currently the only city on the Urban Art Guide’s map, but I imagine it’ll be in NYC, London, Tokyo soon.
Smart move on behalf of Adidas, getting the brand straight into the hands of its target audience, while reaffirming its street credentials and delivering real brand utility.