Worked as part of the adidas Originals social team to launch the biggest new product of 2015 - the NMD sneaker. 

We built anticipation by teasing the shoe with branded content, then revealed the product at an event in New York City.

All teaser, reveal, and follow up content was planned in advance, published globally, and filtered down in real time to local markets. Live community management was carried out from the event itself as all posts taken by consumers were engaged with.

The #NMD launch reached over 30 million consumers over major social platforms, with 2.24 million owned engagements, and 1.89 million earned engagements on Instagram.