adidas Brings Its Most Innovative Running Shoe To Reddit

  • adidas is one of the world’s most recognizable brands, but even devoted fans may not know how deeply innovation and design shape its products. To launch the 4DFWD running shoe and its 3D-printed lattice sole, adidas needed to make complex technology feel tangible, human, and exciting to runners on Reddit.

  • Reddit is where curious people go deep. W+K partnered with KarmaLab to turn that appetite for expertise into a brand-hosted space for conversation. 

    First we launched a promoted AMA (“Ask Me Anything”). The AMA brought together adidas experts across product management, design, and 3D printing. Redditors had the opportunity to ask detailed questions about the shoe, its lattice technology, and the future of performance footwear.

    After the AMA, we scaled key messages from the conversation in a custom highlight film featuring deeper expert answers and product performance footage. The highlight film was scaled across running, technology, and lifestyle audiences, giving the event a longer life and positioning adidas as both a human-centered innovator and a technology leader.

  • AdWeek

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