Adidas
Ninho Signature
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Adidas
Ninho Signature
Adidas was nine months out from the Yeezy collapse, with a new doctrine of many small partnerships over single mega-deals. France was one of those pieces.
The rap market had been Nike territory for a decade, and Adidas needed a French anchor for the Originals platform relaunching that September.
Ninho was the signing. The brief was to make the partnership feel earned rather than transactional.
Working with director Nathan Almeras, we built the campaign around a single principle. The artist is the reveal. A Métro poster, plain Adidas branding. Then layers tear away, each one exposing a fragment from Ninho's world. A puzzle disguised as out-of-home.
The teaser was shot like a street art operation: a fly-poster team installing at night, documentary style. The reveal flipped the grammar into a slow-motion studio piece moving through Ninho's universe in one continuous shot.
Rolled out across the Paris Métro in July 2023, anchoring the global Originals platform that launched in September alongside Zidane, Jenna Ortega and Anitta.
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Nathan Almeras
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Nathan Almeras
Ninho as the French anchor of Adidas Originals' global relaunch. We took it to the Paris Métro as a street art operation and turned the announcement into a puzzle.
