ADIDAS X ANTHONY EDWARDS

We have partnered with adidas Basketball over the last 5 years, helping them tell their story across retail and experience, with a focus on their key talent partnerships. The highlight of that was working on the global campaign with selected agencies across advertising, PR, Social and Digital to launch the AE1 and AE2 shoe for Anthony Edwards. 

OUR TASK

We had to define Anthony Edwards not just as a player, but as a mindset. AE1 wasn’t just a sneaker, it was a symbol of self-belief. To meet that need, the campaign had to push one idea: bet on yourself.

It had to be unmistakably Ant, taking inspiration from the raw, confident, ‘90s basketball energy. But, we needed to do more than design a space, we needed to build a world.

Our Concept: Peach World

We created Peach World, a simple, own-able universe. Rooted in Ant’s Georgia upbringing and personal story, peach became his signature. A colour. A code. A calling card.

More than an aesthetic, it gave adidas a distinctive asset, a world where every peach moment meant Anthony Edwards. The Peach World then became the key direction throughout the ATL campaign.

retail CREATIVE: Own The Room.

Bold colour. Intentional materiality. No noise.
Spaces that felt as confident as Ant himself.

Storytelling led the journey, starting with With Love, spotlighting the people and moments behind him.

Each drop unlocked a new chapter, while clearly showcasing why AE is built to perform.