German sportswear giant Adidas partnered with sports retailer JD Sports and musician Kano on a talent search which is part of the brand’s marketing celebration leveraging the 50th anniversary of the Superstar shoe.
The ‘3 Bar Superstar’ project saw actor/musician Kano remove his vocals from three bars – to echo Adidas’ famous three-stripe logo – on his hit song ‘Pan Fried’ and then invite fans to submit their own three bars to fit into the song.
Thus the project, developed in alliance with agency McCann London, gives fans an opportunity to be a new voice of contemporary culture.
Adidas consumers and all applicants were encouraged to record their three bars and then broadcast their own lyrics either via a mobile-enabled website or by visiting one of the touring recording booths.
These pop-up recording booths appeared at Manchester’s Arndale on 14-15 February, at Westfield Stratford City on 18-19 February and at Birmingham’s Bullring on 22-23 February.
Promoted by video and image led social content pieces,
Kano’s aim is to search, celebrate and shine a light on emerging talent and one entry will be selected for a recording session and mentorship with the rapper.
Comment:
Another notable co-created initiative which sees sport blend with the fashion, music and entertainment paces.
Links:
Adidas
https://www.youtube.com/user/adidas
https://www.facebook.com/adidas
https://www.instagram.com/adidas/
JD Sports
https://www.instagram.com/jdofficial
McCann London
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