Synopsis: In order to give customers a first look at the upcoming collection, a mirror-inverted Y-3 newsletter will be sent out – only readable by using a real mirror or via the Y-3 Website – to make the idea of 'reflections' come alive.

Objectives: The newsletter keeps customers in touch with the brand.Target Group: Creative, lifestyle-oriented consumer, with an affinity for the latest in modern design. adidas has decided to dispense with a classical advertising campaign to communicate the brand, addressing consumers who use the Internet as their preferred medium.