A Gen Z roster, all year.

01 / 05 · The moment

adidas wanted more adidas sold through JD Sports in 2024, led by Gen Z. Its Gen Z Collective brief tied creators to All Star Weekend, March Madness, Women's History Month, the NBA Playoffs, the WNBA and Pride.

02 / 05 · What we solved

We answered the brief, then ran the roster through 2024 with a new brief each season, from Unseen Moments to Gift Your Style.

03 / 05 · The idea

A roster, not a one off.

04 / 05 · What we made

• The proposal
• Creator casting
• Seasonal briefs
• Captions and approvals
• Creator films
• Gov Ball films
• Gazelle and Campus stills

05 / 05 · The result