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Y-3 is the result of the collaboration between adidas and Japanese high fashion designer Yohji Yamamoto. The label combines Yamamoto’s avant-garde styles with adidas’ innovative technologies and signature three stripes. The project has defined the now familiar meeting place of sportswear and fashion over the past 17 years.
Project Management
Creative Direction
Talent Buying
On-Set Support
PR & Social Formats
Media/Retail Toolkit
Based on the sculptural construction of the silhouette and its stark color contrasts, Beinghunted. devised a creative brief with a highly architectural approach. Photos as well as video highlight the monumental shapes of the Kaiwa. The distinct silhouette was shot to convey a multilayered landscape of organic shapes, emphasizing the play of shadow and light on the shoe’s upper.
Apart from the creative concept and direction, Beinghunted. coordinated and oversaw the project and created all communication assets for the product launch campaign. The photo and video assets were created in partnership with Berlin-based studio Haw-lin services.
The assets were published on adidas Y-3’s social channels and received high engagement.