Adidas needed to create digital content to promote their NHL jerseys in New York City, using the expertise of local creators to strengthen their position in sport and culture. The content had to incorporate required photography, include motion, and be limited to 15 seconds due to Instagram's restrictions.

In response to the need to create excitement and awareness around the Adidas NHL jerseys in NYC through the lens of local creators, we developed several pieces of content that were published on Adidas NYC social media channels, including Twitter, Instagram, and Instagram Stories. By highlighting the relationship between sports and hip hop in New York City, we were able to generate high levels of engagement on the Adidas NYC Instagram page, with the content receiving thousands of likes, shares, and comments.

This was a very successful campaign, with one Instagram post alone receiving over 20K interactions within just a few hours. Other platforms, such as Twitter and Instagram Stories, saw similar levels of activity, contributing to easily over 100K interactions online. The full metrics have not been provided. The buzz created around the NHL jersey release strengthened Adidas' presence in both the sportswear and streetwear communities.