Archive - Jun 2011
June 10th
A problem shared
Online retailer yoox.com launched a special project to help Japan after the earthquake and tsunami that devastated the country. yoox.com teamed up with 8 international fashion brands that each created one-off t-shirts inspired by the theme “We Love Japan”. All proceeds from the t-shirts sales go to the International Federation of Red Cross and Red Crescent Societies for the earthquake and tsunami relief efforts in Japan.
Why it matters
Giving back is an expression we hear more and more today. In our increasingly interconnected world, people from all walks of life can can feel affected and motivated by one country’s crisis. Are brands that tap into these events rewarded with a wider audience across geographical boundaries as a result of their charitable efforts?
Creating our brand story
The IOU Project allows its customers to view the life history of their clothing by scanning a QR code. The customer is then able to share their story and experience with the brand.
Why it matters
The end user is able to see who created and designed the article of clothing that they are wearing, allowing for an understanding of the clothing’s genesis. This brings the consumer and the brand closer together by intertwining the stories and experiences that they have together. How can more brands weave a story where the consumer picks the ending?
Pop quiz about sneakers
“Sneakers Exam” is a collaboration between Adidas and the Italian publishing house Bignami, known to sell pocket-sized cultural books.
Why it matters
Whilst others are busy creating content online, Adidas has been busy in print. Creating a limited edition book signposts Adidas as a leader in its category and a significant part of our culture. Will we see other brands sideline from the digital wave by creating tangible content in the real world?
