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adidas Originals came to Rumblefish to create a cool invitation to their exclusive store-opening parties. We began by defining their unique sound with a Sonic Identity Profile. Then, we built a custom catalog of songs that embodied the brand’s “celebrate originality” ethos.
Email invitations drove recipients to a microsite, where they created their own personal mix from the adidas Originals catalog. Using this input, we then mailed invitees personalized CDs of their favorite songs, along with guest passes to the party.
Today, Rumblefish curates adidas Originals in-store music on an ongoing basis. The idea is to demonstrate adidas Originals’ chops as a cultural tastemaker, turning customers on to great new music in the same way that their shoes and clothes set the pace for sporty fashionistas.