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  • ASS Campaign 1
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  • Adidas SS Event
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  • ASS Event 1

Launching adidas StellaSport for Gen Z girls across the globe

Client: adidas StellaSport
Brand: adidas StellaSport

After winning the pitch last summer, adidas and Stella McCartney asked Clubhouse to launch the brands latest collaboration, adidas StellaSport.

From apparel, accessories to footwear the bold collection is designed to be worn on the streets as well as at the gym and more than anything it’s about self expression and individuality.

As the lead digital creative agency we developed the brand and social strategy with the overall ambition of empowering StellaSport girls to take creative ownership of the collection and make it theirs. We executed against the strategy by creating a suite of global digital content in the style and on the platforms our Generation Z target are playing.

Collaborating with Action Girls

In order to authentically communicate with our audience, we launched an initiative to collaborate with a series of culturally relevant influencers. Each of our Action Girls are commissioned to express their unique point of view through a creative medium of their choice - empowering them to take creative ownership of adidas StellaSport.

The launch commission was a printed 'Zine produced in collaboration with Lotte Andersen – the creator of Maxilla, a West London sub culture zine.

The scrapbook style paper interviews empowered creative women and explores how they interpret and use the adidas StellaSport range. The final pages of this limited edition ‘zine were produced live by Lotte in a pop-up studio during the adidas StellaSport Topshop launch event and features the performing artist, Charli XCX.

The Topshop Launch Event

To celebrate the launch, adidas StellaSport took over the Oxford Street Topshop digital window for the 5 days leading up to the drop. By merging the bold, energetic campaign art direction with a lo-fi glitch gif treatment that is on trend with our Gen Z target, we created a daily changing video that generate a hype around the event.

A social toolkit with the unique assets was also supplied to TopShop so they could publish on their owned channels. It meant adidas StellaSport could piggy back on the power and reach of the TopShop channels. Along with a competition activation unique to Topshop, we were able to generate a lot of hype around the drop.

Urban Outfitters and JD Sports were also supplied with tailored social toolkits to really bolster the anticipation to the new collection hitting the rails.

The creative treatment for the launch event space was pinned around re-creating a vibrant urban playground. Along with culturally relevant performers, Charli XCX, House of Suarez and Iris Gold, the lucky attendees could explore the collection and use branded cards to share what being an #ActionGirl means to them across their social channels.

We also setup a popup Clubhouse Studio backstage at the event to run an Instagram Takeover. Our team shot, processed and published content live at the event in such a way that the adidas followers Instagram account was dominated by adidas StellaSport.

A cross-channel Social Toolkit

A comprehensive social toolkit and calendar of assets was supplied to adidas Stella McCartney and the various local markets across the world. It covered off the key stages of the drop with teaser, pre-launch and drop content to build hype and conversation.


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