# Hyper-Targeted Footwear Billboards adidas Originals' Personalized Ads Speak to Specific Consumers By Laura McQuarrie | Published 2018-07-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/footwear-billboard References: [adweek](https://www.adweek.com/brand-marketing/adidas-originals-surprised-influencers-with-personalized-billboards-for-the-drop-of-a-new-shoe/) & [adidas](https://www.adidas.ca/en/originals) To promote the release of a new shoe, [adidas](https://www.trendhunter.com/trends/style-your-toe) Originals took to the streets with a series of [footwear billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood)—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](https://www.trendhunter.com/trends/og-influencers), 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. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 57% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What Makes This Trend Stand Out - **Hyper-targeted Advertising:** Using personalized billboards to engage specific individuals and create a unique advertising experience. - **Influencer Marketing:** Collaborating with influencers to promote products in creative and engaging ways. - **Social Media Integration:** Incorporating social media handles and messages on billboards to connect with the target audience. ### Sectors Adopting This - **Advertising and Marketing:** Opportunities to leverage personalized billboards and engage consumers in a more targeted way. - **Fashion and Footwear:** Incorporating influencer collaborations and creative marketing campaigns for product releases. - **Digital Technology:** Integrating social media and technology to connect with target audiences in innovative ways. ## Related on Trend Hunter - [Customizable Shoe Decorating Events](https://www.trendhunter.com/trends/style-your-toe.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [City-Inspired Footwear](https://www.trendhunter.com/trends/lathemed-superstar-ii.md) - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md) - [Hyper-Targeted Shoppable Posters](https://www.trendhunter.com/trends/glossier-and-shop.md)