adidas Launches The Most Innovative Running Shoe With A Reddit AMA

Brand Challenge

adidas is one of the most iconic brands in the world, but even the most devoted of fans may not realize the adidas’ dedication to innovation and design. To launch the 4DFWD running shoe with a cutting-edge, 3D-printed lattice sole, adidas sought to engage runners on Reddit with their innovation message.

Press

This AMA activation was featured in Reddit’s 2022 Cannes Activation, covered by AdWeek.

Creative Solution

The world turns to Reddit for detailed information. We sought to capitalize on this appetite by launching a promoted AMA that positioned adidas as a leader in technological innovation.

The AMA—short for “Ask Me Anything”—featured three adidas experts in Product Management, Design, and 3D Printing. During the AMA, targeted audiences asked robust questions about the shoe, the brand, and the technology.

After the AMA, we created a bespoke highlight video featuring the talent giving deeper answers to the best AMA questions, supercut with product footage. The video was scaled across the platform to broader audiences in running, technology, and lifestyle, extended the lifespan of the AMA, and ultimately positioned the brand as a human-centric, technology powerhouse.

Credits