YEAR

2023

ADIDAS TEAM

RAFA MAYORGA
ALLAN CASTRO
FERNANDA GOMEZ
PRISCILLA ESTRADA

AGENCY

NEW CYCLE
BAND OF INSIDERS

AWARDS

CANNES LIONS SHORTLIST IN PR

The Superstar has spent decades moving between basketball, music and street culture. To bring fresh energy to the icon, we built a global approach around hyperlocal product stories, giving each market the freedom to reinterpret the silhouette through its own culture.

Mexico gave us the perfect starting point.

For years, Mexicans have called the Superstar the “adidas concha” because of its unmistakable shell toe. Concha also happens to be one of Mexico’s most iconic “pan dulces”, part of breakfast tables, bakeries and family rituals across generations.

So we turned the nickname into the product.

We created three Superstar Conchas inspired by the classic chocolate, vanilla and strawberry flavors, translating the textures, colors and playfulness of the Mexican bakery into one of adidas’ most recognizable silhouettes.

The product became the campaign. Curiosity turned into conversation, conversation into demand, and demand into growth.

The collection sold out in one week, delivered five times the sales forecast and became the best-selling product in Latin America during launch week. It also helped lift brand consideration by seven points among our target audience.

A global icon became relevant again by speaking with a very local accent.