A Masterclass in New Retail Brand Mindset
Following-on from their first collaboration in 2016, Alexander Wang and adidas have again steered clear of a standard retail approach. Last year’s collaboration was released through pop-up trucks in New York, London and Tokyo. Staying true to their disruptor brand proposition, Wang and adidas launched this new range through ‘text-to-buy’.
On the evening of the release, Manhattan was plastered with posters – each featuring the product code from a different piece of clothing from the range and a phone number for people to text through their order, with the outdoor posters clustered around the Clarkson & Greenwich St hood. The drop was scheduled for midnight on July 29th, delivered by bike messengers decked-out in the new collection the following day.
Wang wanted this collection to “pay homage to rave culture and cyclists”, a theme captured in the brand release video directed by Ryan Staake as a teaser for the collaboration’s release. For the rest of us the collection released globally this week and is available online.
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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