Challenge

adidas chose the Australian Open to give the Stella McCartney Barricade range its global debut. It was part launch of its flagship tennis line and a fashion product arriving at a sports event.

Strategy

The launch was treated as an editorial problem rather than an athletic one. The press would be invited, but the imagery would do the talking.

Creative

A court built from mirrors and neon became the stage, with Astrid Salomon commissioned to shoot Caroline Wozniacki, Lisa Robson and Maria Kirilenko on it. Global press worked the viewing gallery; the players came off court and straight into interviews.

Results

The Australian imagery so impressed adidas's headquarters that it replaced the freshly commissioned global campaign. Our regional launch quietly rewrote the international one.