Havas Chicago/Annex has launched a new campaign this week to celebrate THE OG premium basketball sneaker, the adidas Forum.
A streetwear icon that rallied and propelled the burgeoning NYC streetwear community when it debuted in 1984, the classic and staple sneaker’s prolific history has served as the creative spark for the agency’s latest work. Adidas Forum’s undeniable heritage as a culture-forward sneaker is precisely what Havas Annex drew inspiration from for the campaign to celebrate and build hype around a series of the brand’s high-profile Forum drops that are slated for summer 2022.
Titled “Find Your Forum,” president and chief creative officer Myra Nussbaum of Havas Chicago/Annex shared that the idea behind the the agency’s latest campaign for the sportswear brand is to celebrate and create safe environments – or forums – for people, ideas, and subcultures to find their space within the world. “Because culture is shaped by the people — they just need the right forum.”
The campaign has been brought to life with two major activations in NYC.
In collaboration with M&M’s, the company hosted the “M&M’s x adidas scavenger hunt” last month in May to accompany the drop of the M&M’s x adidas Forum low sneaker. Havas Annex launched a citywide scavenger hunt across an NYC staple – bodegas. Participants had a chance to win a pair of exclusive sneakers from the collaboration as well as other prizes.
“Forum Forever” is the current and ongoing activation. An exclusive pop-up exhibit, it features 16+ different artists, archival and newly released adidas Forums, and 3 live programming nights. The immersive experience celebrates the adidas Forum sneaker through artful expression and rediscovery, giving artists a forum to express the impact the adidas Forum and New York has had on them. The event is free and currently open to the public through Sunday, June 12. Open times are Friday, June 10 – Sunday, June 12 from 1p-7p only at LUME Studios.