Alexander Wang
adidas Originals

Season II ︎ 2017

In recent years, the biggest global brands have been fighting over the most exciting fashion names to collaborate with. Despite the amount of creativity involved in making exceptional product, the collections are always sold the same way: With people forming a long line in front of the same store.

To subvert such a fraught convention, we asked: What if we transformed this intense moment of connection between a brand and its audience into an opportunity for immersive storytelling?

The collection referenced NYC rave culture and bike culture, both of which are deeply connected to the illicit dealers of NYC. Inspired by the collision of these two worlds, we adopted the distribution methods of NYC dealers to launch the collection. Hacking the rigid retail formula, we turned the streets of NYC into a very subersive store.