To promote the release of a new shoe, adidas Originals took to the streets with a series of footwear billboards—but rather than communicating with the masses, each of the ads calls out to a specific individual.
As part of the hyper-targeted ad campaign, adidas Originals set out to work with incluencers on the release of its P.O.D. shoe in a creative way. While it is common for influencers, athletes and other VIPs to receive a special box in the mail from a brand that celebrates the release of a new product, this campaign from adidas engaged influencers in a new way. Billboards were set up in New York City and Los Angeles, with a social media user's handle, along with a special message for them and details where they can pick up the P.O.D. shoe.