The grit and the glamour

Turning Tyshawn into an adidas icon.

Bridging the gap between high-fashion and skate culture. We wanted to turn him into an icon.

Spanning cities from New York to Shanghai, we strategically placed targeted OOH ads near skate parks and shops, utilizing flyposters, taxi ads, and even trash cans. Our approach brought the editorial-style photography down to a relatable level, balancing glamour with grit. This fusion extended to billboard-inspired store windows, grassroots skate events, and seeding kits, offering the public a taste of the distinct New York lifestyle, specifically embodying the essence of Tyshawn.

370 key guests at our headline event

Smaller grassroots events in over 10 key cities globally

Over 200 seeding kits across both drops

First two colorways sold out instantly