The Adidas SS13 collection was unveiled in a multimedia extravaganza to web users all over the world. For the special show, Adidas recruited the ACNE agency to incorporate a cutting edge live streaming interactive experience for fans of the iconic street wear brand. The collection was shown for the first time at New York Fashion Week, which also coincided with the labels 10th anniversary working relationship with Yohji Yamamoto.
Against a backdrop of futuristic 3D projected lights by Dev Harlan, every detail of the show was streamed to online fans. The show was streamed from four different angles from the runway, one camera for accessories, one for shoes etc. People streaming the show could view what was happening in four different windows simultaneously, giving them a truly immersive experience. Web viewers could also zoom in on an image and pin it directly to Pinterest. This is a hugely inventive and shrewd marketing tool for a huge company like Adidas to use.