Adidas: Billie Jean King Your Shoes
To celebrate the 45th anniversary of the historic "Battle of the Sexes" match at the 2018 U.S. Open, Adidas launched “Billie Jean King Your Shoes,” a disruptive activation designed to champion gender equality in sports. The campaign subverted traditional brand loyalty by inviting fans to bring any pair of sneakers, including those from major competitors, to be spray-painted “Shock Blue,” mimicking the iconic color of the shoes King wore during her 1973 victory. By physically transforming rival products into walking billboards for the “Here to Create Change” platform, the campaign effectively unified tennis fans under a single cause while launching the limited-edition AM4BJK performance shoe, ultimately driving conversation around the retention of young girls in athletics.
Agency: TBWA\Chiat\Day
Client: Adidas
Role: Design and Illustration
Creative Direction: (ECD) Amy Ferguson and Julia Neumann (CD) Angelo Maia and Ricardo Franco
Creative Team: Hana Ovčina, Lukas Bruhn
Cannes Lions International Festival of Creativity (2019)
3 Gold Lions: Brand Experience & Activation (x2), Industry Craft
5 Silver Lions: Including Design, Direct, and PR
2 Bronze Lions: Entertainment for Sport
10 Shortlists
The One Show (2019)
Best of Discipline: Direct Marketing
2 Gold Pencils: Direct Marketing
3 Silver Pencils: Including Experiential
3 Bronze Pencils
D&AD Awards (2019)
3 Yellow Pencils: Direct (Tactical), Experiential, and PR
1 Graphite Pencil: Branding
4 Wood Pencils
Clio Awards (2019)
Gold Winner: Experiential/Events
Gold Winner: Branded Entertainment (Live Experience)
Silver Winner: Direct (Fashion & Beauty)
Clio Sports (2019)
Gold Winner: Experiential/Events
2 Silver Winners