Owning The Runway: adidas Neo Label Enlists Teens To Curate Its Fashion Show

adidas NEO Label Runway ShowWhile most fashion shows are highly stylized and glamorous, they typically don’t feature clothing in an accessible way. Runways don’t always reflect reality, and an outfit on a model is usually not something that consumers can realistically wear. However, that’s not the case with adidas NEO Label. The youthful, sporty, and fashion forward brand hosted a teen curated fashion show in New York City last night and gave fans the chance to be fashion influencers. After all, they’re the ones who wear the clothes so shouldn’t they have a say in the styling?

In this creative approach, teens all over the world were encouraged to create looks from adidas NEO Label’s Spring/Summer 2013 collection. They were asked to mix and match clothing and accessories and create a Polyvore collage of their favorite outfit. 20,000 teens around the world participated in this project, which tapped into their existing habits of pairing items in an inspiration board format. Then, to reward fans for their engagement, the top 30 looks were featured in the fashion show. Teen bloggers, as well as Selena Gomez, one of the brand’s style ambassadors, chose the best looks and the bloggers were flown to NYC to attend the show. These numerous strategies highlight how brands can effectively engage Millennials since they want to have a say in a company’s creative decisions and they look up to online influencers. Rather than just viewing a lookbook of the latest collection, Millennials want to be part of an experience. adidas NEO Label made its collection come to life and literally reflected the company’s new campaign to “Live Your Style.”Runway Stage

The actual show served as a model for how to tap into the Millennial spirit. Instead of a typical catwalk, the runway was a vertical stage where the models walked down steps and around the…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies