adidas JD Climacool

Context

For decades, the Air Max ’90 reigned supreme in Liverpool, becoming the de-facto shoe of the city. adidas wanted to change the conversation with the launch of a brand new Climacool collection, exclusive to JD.

Opportunity

A perfect opportunity to execute guerilla activities across Liverpool that literally put Climacool on the map.

Creative

Our 360-degree campaign unleashed a city-wide takeover. Overnight, mysterious ice blocks, with the Climacool footwear and apparel frozen inside, started appearing across the city. With no media behind it, our guerillas stunts gathered serious organic hype.  

Connection

As the campaign gained speed, local legend Yombo made surprise appearances at iconic spots across the city in the Climacool freezer van, handing out Climacool gear and exclusive gifts. The day finished at a huge warehouse party featuring Glass DJ and Lauren Lo Sung, bringing this impressive activation to a close.  To generate even more hype, we created sleek freezer box-style seeding kits and sent them to some of Liverpool’s coldest creators.

Impact

From locations to influencers to language used across all comms, every detail of the campaign was crafted to feel authentically Liverpool, building a genuine connection between Climacool and the city. In total, the campaign garnered 5+ million Instagram and TikTok views, 13M+ OOH impressions, a +82% increase in retail sales, and a 6.5 ROS, placing the Liverpool One JD store as #1 in the UK.