When culture hands you Conchas, you make sneakers.
In Mexico, the adidas Superstar had a local nickname—”adidas Concha”—thanks to its shelltoe resembling the country’s most beloved pastry, the Concha sweet bread. A coincidence too good to ignore.
But this wasn’t just about a visual resemblance. The Concha is more than bread; it’s a cultural icon, a daily staple, and even has its own national holiday. And in Mexico, humor is a way of life—people love turning everyday things into jokes, twisting meanings, and embracing the absurd. So, we did exactly that.
We launched Superstar Conchas, a sneaker that didn’t just nod to the joke but became the joke. A special edition inspired by Mexico’s favorite sweet, with three delicious flavors—chocolate, strawberry, and vanilla. The design went all in, featuring sherpa-textured uppers and a crust-like finish on the toe, turning a global sneaker icon into something undeniably, hilariously Mexican.
And the fun didn’t stop at the product. The comms plan was built on the same playfulness, handing the sneakers to Mexico’s most entertaining content creators with a single invite: Play with it. No rules, no traditional ads—just pure, unfiltered creativity that took over social feeds, sparking organic, viral traction.
The result? A massive cultural buzz and a complete sell-out in one week. Superstar Conchas wasn’t just a sneaker—it was a moment of collective fun, proving that when you mix cultural insight with humor, you don’t just sell shoes.
This case was shortlisted in Cannes Lions, PR Category.
- adidas: Fernanda Gomez, Priscilla Estrada, Ana Portela, Allan Castro
- Agency: Band of Insiders, NWC, Makken