# User-Controlled Fashion Ads Adidas and Yohji Yamamoto Introduce the New Spring/Summer 2013 Campaig By Ian Andrew Panganiban | Published 2013-05-13 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-and-yohji-yamamoto References: [creativity-online](http://creativity-online.com/work/adidasy3-ss-2013-interactive-film/31458) & [y-3](http://www.y-3.com/ca/) It’s been ten years since the collaboration of [Adidas](https://www.trendhunter.com/trends/contranatural) and Yohji Yamamoto, and to celebrate this momentous occasion of brand convergence, Adidas and Yohji Yamamoto memorialize this through the new ad for the Y-3 Spring/Summer 2013 campaigns. The campaign developed by the two brands allows people to alter the [fashion video in the campaign](https://www.trendhunter.com/trends/superflat-animation). It allows users distort and manipulate the images and sound to create countless surreal interfaces. The experiences of each user will vary from one another, since there are countless combinations at the users disposal. Directed by Pierre Debusschere, the video campaign explores the partnership of the two brands in idiosyncratic fashion. The ambient music used for the campaign was produced by Tim Hecker. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 9% | Activity: 22% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Internet](https://www.trendhunter.com/internet) ## Key Themes ### What's Driving This Trend - **Interactive Fashion Advertising:** Disruptive innovation opportunity: Implementing interactive elements in fashion ads to engage and empower users. - **Personalized Fashion Experiences:** Disruptive innovation opportunity: Allowing users to customize and manipulate fashion content for unique and tailored experiences. - **Collaborative Brand Campaigns:** Disruptive innovation opportunity: Partnering with other brands to create unique and unconventional advertising campaigns. ### Who This Affects Most - **Fashion Advertising:** Disruptive innovation opportunity: Using technology to revolutionize traditional advertising methods and create more interactive and engaging experiences. - **Fashion and Technology:** Disruptive innovation opportunity: Exploring the intersection of fashion and technology to create innovative and interactive fashion experiences. - **Brand Partnerships:** Disruptive innovation opportunity: Collaborating with other brands to create unconventional and boundary-pushing marketing campaigns. ## Related on Trend Hunter - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Organic Sleek Avant-Garde Sneakers](https://www.trendhunter.com/trends/contranatural.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Elevated Fall Tennis Fashion](https://www.trendhunter.com/trends/y3-fw25-tennis.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Chunky Collaborative Fashionable Shoes](https://www.trendhunter.com/trends/adidas-and-y3.md) - [Collaborative Sports Club Fashion](https://www.trendhunter.com/trends/y3-and-real-madrid.md) - [Comfort-Focused Footwear Ads](https://www.trendhunter.com/trends/aldo-spring-2024-campaign.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md)