adidas NMD NME partnership
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adidas NMD NME partnership

Media industry-first NME ‘rebrand’ launches adidas Originals’ iconic new sneaker, NMD

Coinciding with adidas Originals futurehouse, the six-day launch for the NMD sneaker, we partnered with NME magazine Рrebranding the longstanding music title as NMD during launch week Рand distributing 350,000 copies of the one-off magazine to Londoners at tube stations across the city as the party got started.

A media industry-first, the partnership was a fully integrated takeover, included custom editorial, highlighting and celebrating the best up-and-coming creative Londoners – many of whom were featured at the event. We also shot a separate London-centric fashion shoot for the range, which was woven within the editorial, at the event and wider branding collateral throughout the campaign, including OOH.

As Co-Creative Director of the whole event, with editorial responsibilities, I worked closely and collaboratively with the then-editor of NME, Mike Williams, and the senior editorial and commercial team to strategics, plan, commission and execute bold, entertaining content that delivered the win for all involved – reintroducing NME and introducing adidas Originals in an unexpected way to surprise both existing audience and newcomers to both brands.

Creative Direction, Editorial Direction