Adidas Originals: Ozweego 2048
Open the game- Brand
- Adidas
- Year
- 2019
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Agency
- Jam3
Objective
Adidas Originals launched three new Ozweego colorways commemorating the 50th anniversary of the iconic sneaker line. The campaign centered on the concept 'Ozweego 2048,' imagining what the shoe might look like 50 years into the future. The brand sought to generate cultural momentum and engage passionate fans through a hybrid experiential and digital campaign.
Solution
Jam3 created a dual-channel activation combining a limited pop-up experience with a WebGL-powered digital experience, working with production partner FireBurnsUp (FBU) on the physical build. The physical component, held August 7, 2019, in New York City, featured a 'newsstand of the future' bodega installation where ~350 invited superfans, after showing a reservation pass, entered through a refrigerator/drinks-fridge door into a space where projectors offered fuzzy glimpses of the future; visitors then entered a secret code on a keypad to be warped into a full vision of the future, where a vintage newspaper box unlocked, triggering an animated projection-mapped light show and rewarding them with a lookbook plus a redemption ticket for the new shoes. The digital component took over the Hypebeast homepage on launch day as the centerpiece and most direct purchase route of the campaign, tying into adidas's broader social and 'OOO' campaigns and heavily promoted on social media. It showcased an interactive WebGL site opening with a projection-mapped, scroll-responsive wormhole section — filled with passing notification GIFs, graphic holograms, and 3D Ozweego holograms — built on Z-depth scrolling mechanics, followed by three 360-degree 3D Ozweego models and a lookbook styling the shoes across three eras: 2019, 2048, and 2078. Interactive blue and yellow outlined shapes responded to cursor movement. The campaign was seeded through cryptic social media messaging.
Results
No quantitative reach, engagement, or sales-lift metrics were publicly disclosed, though the Hypebeast branded content page recorded 7.7K views. The work won recognition as Awwwards Site of the Day (rating 7.34/10, September 2019; Dev Award score 7.03), FWA of the Day (September 15, 2019), and CSS Design Awards (public scores: UI Design 8.30, UX Design 8.27, Innovation 8.61), and was featured in Communication Arts.
