The idea was to hide a pair of new adidas Originals NMD somewhere in Moscow city and stream it live on one condition: these sneakers are yours if you can find them. So, if you were lucky enough to recognise the place where the sneakers were standing and you was the first to come there – you got the sneakers for free even before its release.

To create a hype around new collection of NMD sneakers and popularize its unique silhouette among target audience We hid a pair of adidas Originals NMD sneakers somewhere in Moscow and streamed it live on adidas Originals pages in social networks & on adidas website. In shot there were: a pair of sneakers, the place where they were standing and the following text "these NMD are yours if you can find them". As soon as one pair was found the next pair in the next spot appeared in a livestream. There were 82 pairs in 82 places and 82 winners who got free sneakers. Pair after pair. Place after place. The livestream was going non-stop for 10 days and ended at 00:00 on August, 17 – the date of the release of the new collection of adidas Originals NMD sneakers.

Results:

If there’s such a metric as madness, then we got one. And one city, for 10 days. Though the overall number of views is 500 000, the engagement of the audience was enormous. Average view duration was 5 minutes. We got 40 000 comments only under adidas Originals own posts with livestream on adidas Originals own pages in social networks. We had local memes in comments and top commenters were some kind of celebrities for others. We also had tails after our crew cars. And a lot of not sleeping people who were watching how sneakers were standing.