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…


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Quote of the Day: “My biggest financial priority right now is to pay off my car loan and afford a wedding of about $50,000.“ – Female, 29, NJ

Facebook is getting more emotional. The platform is adding Reactions, a new set of emoji icons that allow users to convey emotions beyond “Like,” including “Sad,” “Angry,” and “Wow.” Facebook’s director of monetization product marketing says the buttons will help brands, “understand on a multi-dimensional level how people are feeling about the things that they're posting." (AdAge)

Parents are currently told that children under two-years-old should have no screen time—a pretty unrealistic tip for modern, mobile Millennial caregivers. But the American Academy of Pediatrics may be updating that advice to keep up with the times. A reported 30% of children in the U.S. first play with mobile devices while they’re still in diapers, and the AAP now says that “in a world where screen time is becoming simply  ‘time,’ our policies must evolve or become obsolete.” (Washington Post)

Amazon is already Millennials’ favorite place to shop online or off, and now the e-commerce giant has launched an Etsy rival. Amazon’s new Handmade platform will bring together creators of artisan, “factory-free” goods, launching with 5,000 sellers. Creators must be vetted by Amazon to ensure products are handmade, and some items will be eligible for Amazon Prime. (The Daily BeastFortune)

With more Millennials delaying marriage, more twentysomethings are not going to weddings—but that doesn’t mean they have to miss out on the party. Falsa Boda is a company throwing fake weddings for Argentinian Millennials who want to attend a wedding, without the hassle of actually getting married. The parties include all the elements of a wedding ceremony and reception, including a couple that re-enacts marriage vows. (BuzzFeed)

A new category of toys is combining the power of children's imagination with the amplifying magic of technology, to appeal to a generation of kids for whom “real-world activities can seem unexciting." Disney’s new augmented reality coloring book pairs with a tablet to make the characters and kids' drawing come to life in 3D and in real-time, taking their physical play and creating a digital enhancement. (Marketing Magazine)

Quote of the Day: “When I turn 14 soon I can get a job if I want and start saving for my first car with that money and the money I make on eBay.” –Male, 13, FL

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