Spring/Summer 2011 adidas Originals Women’s Collection
Presenting a digital experience celebrating street style
In Spring/Summer 2011, adidas Originals Women’s takes a fresh approach presenting the line’s highlights as fashionable street style looks captured from the streets of global metropolitan cities. The various city looks have been shot in close collaboration with local influential bloggers from New York City to Berlin to Rio de Janeiro and Hong Kong and many more. The result is an exciting global digital experience coming to life as a Street Style Women’s Lookbook that launched on www.adidas.com/originals/womenslookbook.
The interactive tool will be embeddable into Facebook and personal blogs, which not only enriches the experience for adidas Originals fans, but also gives the partner bloggers the opportunity to present their work to their audience first-hand. Within the experience, users can create their own personal lookbook including their favorite looks and products.
Building on the success of last year’s House Party and Neighborhood initiatives, the 2011 Women’s message is based on global street style interpretations deriving from the key fashion cities. Outfits and images have been created in conjunction with local blogger media partners in order to gain authentic and stylish looks celebrating adidas Originals. The chosen products show the breadth of the adidas Originals brand and go across diverse collections featuring iconic pieces such as Track Tops, products from the BLUE lifestyle line and the adidas Originals by Jeremy Scott range. From mid-April onwards, consumers can compare the individual city looks and vote for their favourites.
The New York adidas Originals team tapped two iconic bloggers Phil Oh (www.streetpeeper.com) and Susie Bubble (stylebubble.typepad.com) to collaborate on photography and looks for the Big Apple. Phil Oh founded StreetPeeper in 2006 by shooting New York street style and has since expanded to other major fashion capitals around the world. Phil also contributes to multiple online and print outlets such as Vogue.com and New York Magazine. Fashion blogger Susie Lau (aka Susie Bubble) styled each look that is included in the New York portion of the Women’s Lookbook. Everyday 30,000 people visit Susie’s blog to read her take on the fashion industry, what she is wearing, trends and emerging designers. Susie was one of the first fashion bloggers to be recognized by the fashion industry and continues to inspire her readers everyday.
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