House of Classics was a worldwide promotional effort for four of Adidas' iconic shoes - Superstars, Forums, Gazelles and Campus. In Asia, we took it one step further with the Your Kicks Are Key campaign. Our twist was creating real-life HOC locations in our key markets with only one way to get in - you have to be wearing the right kicks. Period.

To bring this to life, we created an international toolkit, along with social teasers, OOH executions, in-store promotions, on-site activations and special localized activities, like underground concerts and celebrity appearances.

It generated buzz. It generated sales. And most importantly, it generated cool for four old-school classics.