Overview

Events were held to commemorate the launch of “Supercolor,” a collaborative model between adidas Original Superstar and Pharrell Williams, which features a 50-color lineup. With the concept “50 colors = 50 choices,” these events allowed people to choose a color to express their individuality.

The “Supercolor Splash Wall” was a participatory event to create splash art. Consumers chose a paint-filled ball from among the 50 different colors of the collection to throw against a wall. The splash art was revealed to form the adidas “3-stripes” for a graphic hidden underneath. After the original event on March 21, the resulting ad was exhibited at the Harajuku and Meiji Jingu-mae intersection from March 28 to April 5.

The “Supercolor Dress Room” was a 3-meter tall dressing room shaped like an enormous shoebox that was set up in the heart of Harajuku. Participants were asked to select their favorite shoes from the 50 colors in the Supercolor collection. When they tried the shoes on and entered the dressing room, motion sensor-triggered images were projected onto the embedded LED display. The official camera captured participants enjoying themselves as they struck poses to match their individualized colors. This was turned into a GIF animation and released online as an “animation snap” celebrating individuality and diversity.