1. Overview

**Brand:** adidas (D2C)
**Product Line:** Limited-edition sneakers for youth (ages 16-25) emphasizing bold, streetwear-inspired design.
**USP:** “Express your creativity—customize & collect sneakers that define your style.”

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## **2. Core Channels**

### **Paid Marketing:**
– **Meta & TikTok Ads:** High-impact carousels/UGC-style videos showcasing custom designs.
– **Google Performance Max:** AI-driven shopping campaigns for dynamic retargeting.
– **Programmatic Billboard Ads:** Interactive QR codes in urban hotspots (e.g., Brooklyn, Shoreditch).

### **Owned Channels:**
– **Snapchat/Instagram AR Filters:** Virtual sneaker try-ons with shareable designs.
– **SMS/WhatsApp Sneak Peeks:** Early access for opted-in users.
– **adidas Creators Club App:** Gamified challenges (e.g., “Design & Win”).

### **Earned & Partnerships:**
– **TikTok/Reels Design Challenges:** Hashtag #SneakerCanvas + prizes for best UGC.
– **Streetwear Boutique Collabs:** Pop-up customization stations in select cities.

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## **3. 30-Day Launch Plan**

| **Day** | **Action** | KPI
|—|—|—|
| **1-7** | Pre-launch hype: Teaser AR filters + SMS waitlist | 10K sign-ups
| **8-14** | Influencer unboxings + TikTok challenge seeding | 5M impressions
| **15-21** | Limited drop (50% inventory) + guerrilla street art (custom shoebox murals) | 70% sell-through
| **22-30** | UGC reposting + retargeting abandoned carts | 25% repeat intent

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## **4. Influencer Strategy**

**Tiered Approach:**
– **Mega (1-2):** Collab with Gen Z style icons (e.g., *Emma Chamberlain*) for unboxing + “day in my life” styling.
– **Micro (50+):** Niche streetwear TikTokers/artists demo customization process (“Watch me redesign my adidas in 60 sec”).
– **KOC Giveaway:** Gift sneakers to 100 nano-influencers in exchange for honest reviews + tags.

**Success Metric:** 3:1 earned-to-paid media ratio.

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## **5. Viral Idea: “Sneaker Graffiti Tour”**
– Partner with local artists to create **limited graffiti designs** on sneakers (only 100 pairs per city).
– **Mechanics:**
– Hide GPS coordinates of sneakers in murals across 5 cities; first to find wins.
– Live-stream hunts via Twitch.
– **Leverage FOMO:** Release behind-the-scenes artist footage post-drop.

**Expected Impact:** 500K+ social mentions, 20% lift in site traffic.

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**Next Steps:**
– Secure artist partners + finalize graffiti designs.
– Negotiate with TikTok for hashtag challenge promotion.
– Test AR try-on tech with Gen Z focus groups.