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Four people wearing green, black, and white adidas apparel posing together on wooden bleachers against a blue backdrop.

adidas studio88 ´25

Client: adidasCategory: RetailLocation: South Africa

Challenge

adidas set out to create a platform that could identify and support the next generation of creatives, giving them the tools, knowledge, and opportunity to turn content creation into a viable career.

Legs of three people wearing adidas sneakers sitting on bleachers with text "Class is in session" and "#IAMORIGINAL88".Mobile banner for Studio 88 showing legs in adidas Samba sneakers on a stool, promoting the #IAMORIGINAL88 campaign.

Connection

Enter Originals Class of 88, a partnership between adidas and Studio 88, built to spotlight emerging talent and give them a platform to express their creativity.

We brought together four influential mentors across music, design, and content, Dee Koala, Selokela Lekoloana, Russell Abrahams, and Sonia Tona, to guide and inspire the next wave of creators.

The campaign launched digitally and extended into physical spaces, from in-store and campus activations to experiential masterclasses. Each touchpoint equipped participants with real-world skills while building a deeper connection to the brand.

At its core was a nationwide search, inviting aspiring creators to showcase their style, personality, and voice.

The platform culminated in five creators being awarded six-month influencer contracts.

Four people wearing green, black, and white adidas apparel posing together on wooden bleachers against a blue backdrop.Woman in a pink dress and adidas sneakers blowing a bubblegum bubble while holding pink pom-poms on a blue background.Smiling man in a white adidas tracksuit sitting with paintbrushes next to an easel with artwork and a skateboard.Woman in black adidas jersey holding red drumsticks, sitting on an instrument case next to a red drum on a blue background.

Experience

Creator Camp saw the five winners flown to Joburg to for a two day experience to meet, mingle and learn from the campaign leads between an intimate dinner party to celebrate their win and flex thor networking skills and a full day workshop exploring topics such as personal brand, styling and content creation.

The winners were then given a chance to put their new skills into action through a challenge on the day. They also received a content creation starter pack with an iPad, ring light and other vital gear.

Lastly, they were each awarded with a five month influencer contract with influencer management agency, PHI, to create adidas and Studio 88 specific content.

They were each remunerated monthly with R5k in cash, and R5k in product.

Buyability Impact

  • 4.5M+ Reach
  • 5.2M+ Impressions
  • 70K+ Engagements
  • 500+ Campaign entries
Empty wooden stool on a blue background for Studio 88 Originals Class of 88 campaign, announcing entries are open now.Close-up of a person tying a white and black adidas Campus sneaker resting on a green and white adidas soccer ball.

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