Ninja x adidas ✦ Embrace the Grind
A playfully irreverent campaign that invites you to get comfortable with the uncomfortable.
✧ adidas ✧
✦ Turn every negative into a positive. ✦
For the third chapter of the Ninja x adidas story, we took an irreverent, inspirational approach that reminded our fans that the challenges they face are all just a part of the grind of becoming better. Inspired by the truth that the ZX product and accompanying apparel are designed to be the ultimate in comfort, we invited people to get comfortable… with finding themselves in uncomfortable situations. Because the truth is that if you want to grow, you can’t just be comfy when things are soft and squishy.
Through social content and a live gaming event on Twitch, we made overcoming challenges, setbacks, and failures feel like fun with a playful visual style and a tone of voice that felt inspirational without getting sappy.
To launch the collection, we threw a live 4-hour launch party on Twitch where fans could put Ninja’s “embrace the grind” skills to the test by throwing sabotages at him—think turning his keyboard upside down, telling him to play with the opposite hand, forcing him to play blindfolded, etc. As a reward for their scheming, fans could win an unprecedented amount of giveaways, including 10 lucky winners who scored the entire collection. (That’s 4 shoes, 4 jog suits, and 5 shirts!)
Joining in on the fun were special guests like NFL wide receiver Juju Smith-Schuster (Pittsburgh Steelers), Tyshawn Jones (winner of the 2018 Thrasher Skater of the Year award), Pusha T (Def Jam recording artist) and pro gaming streamers Balla TW and MonsterDFace.
Check out the highlight reel below or catch the full stream here.
For this project, I wore a lot of hats, co-creative directing with our ECD. I loved the challenge of writing copy that nodded to gaming while still feeling relatable to the rest of us. (Confession: I only just learned what “afk” means.)
✦ Made at Wild Card / 3AM
Credits
ECD/Designer: Evan DeHaven
Producer: Mel Langaas
Designer: Mercedes Bazan
Product Photographer: Christine DeHaven
CMO: Tara Deveaux
Account: Jason Rein
NGE:
Cody Stanasze
Aaron Sheinberg
Liz Forkin
Ben Nichol
Ben Montague
Drew Carroll
Dustin Wang
Jordan Blitzstein
Mark Logan
Xander Denke
Loaded Team:
Andy Burdin
Colin DeShong
Niles Heron
Yoni Ginsberg
Product Design:
Rick Williams - Distinct Life
adidas Team:
Georgia Wagstaff
Bethany Paternostro
Laura Leland
Paul Webber
Trent Yarnell
