Pull Up Beloved!

Randy Mclaren, sneakerhead legend and owner of Cuts & Slices, is known for raising up his community. His Cuts & Slices pizza joints provide a space for his community to expand their taste buds and come together over a slice. To announce Mclaren’s collaboration with adidas to the world, we started spreading the word in his stomping grounds – Brooklyn. We built a handful of pre-launch, launch, and post launch tactics through multiple media touch points to to get the word out to the local community about the upcoming sneaker drop and block party to promote the adidilicous Cuts & Slices Forum 84 HI sneaker.

Taking an iconic pizza checkerboard and giving it a refresh. Through guerilla marketing tactics like large wheatpaste posters, stickers, door hangers, post cards, etc. We spread the word of our block party promoting the launch.

To continue to build hype around this release we also built a media seeding kit. This kit would include a new pair of C&S kicks, postcard announcement, a handwritten note from Randy, and other marketing materials all delivered in an adidas x Cuts & Slices pizza box and tote bag. Pizza box as seen on Jimmy Kimmel Live.

Social

In Store Display

Concept for the in store display - not produced given time restraints. Using campaign imagery and assets with the ability to easily disassemble and reconstruct in multiple locations including the adidas NYC location and Cuts & Slices.

Agency: Havas Annex | Creative/Art Direction: Mason Galecki | Client: adidas | Photography: Tom Bender