The first fashion collection created by fans on Snapchat.
adidas neo fans are mobile-first and they demand a voice. So when briefed to create a truly innovative global activation, we launched #myneolabel on Snapchat. With participation at its heart, #myneolabel kicked off with a mini fashion film featuring four ‘white looks’. Fans were encouraged to SNAP IT. DESIGN IT. WEAR IT. Using Snapchat’s native doodle tool, budding designers were invited to create and edit their own fashion designs on a screenshot of a model wearing a white look.
After sifting through over 3,000 entries we picked four winners who were then flown to adidas HQ in Germany to work side by side with the adidas neo designers to make their doodles into finalised outfits. The winners were also joined by social influencer Peyton List who did a Snapchat take over on adidas neo’s account. At the end of the bootcamp experience we showed the rest of the adidas neo community what the final outfits would look like and we gave them the chance to win one of the full outfits. The finalised designs were then sent to production where a super limited run of the collection was made.
To launch the final collection and showcase the new outfits we posted out a Lookbook video. We reshot the models from the first CTA film wearing the winning user designs and replaced the frames at the end of the film to reveal the final outfits. To celebrate the ingenuity and creativity of the whole adidas neo community we laid back a thousand of the best (and funniest) designs onto the blank CTA video, wrapping up the whole #myneolabel story. We then gave the adidas neo community the chance to win part of the collection by posting individual images of the items on Snapchat over 2 days after the Lookbook launch.