In 2019, adidas joined forces with contemporary menswear label OAMC to create a collection that blends classic three-stripe elements with a modern design aesthetic. The result? Three collections dubbed Type O-1/Type O-2/Type O-3 that pay homage to the Stan Smith, Supercourt RX, and the GSG9 boot.

adidas came to us to launch the new collaboration through a premium, shoppable online experience. With Blood Orange lead Dev Hynes as the ambassador, we tapped into the OAMC consumer base to tell the story of how creative director Luke Meier and adidas united to create a unique, yet innovative footwear collection. All three releases sold out. 
Client: adidas Originals
Agency: Code and Theory
Role: Crafting a promo newsletter and interview questions for a conversation between Dev Hynes and OAMC’s Luke Meier