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  • adidas StellaSport 2017 Tumblr 1
  • adidas StellaSport 2017 Tumblr 2
  • adidas StellaSport 2017 Tumblr 3

adidas StellaSport Tumblr

Client: Adidas Women
Brand: adidas StellaSport

The cultural hub for the StellaSport Action Girl on Tumblr



After identifying Tumblr as the most relevant home for our ongoing adidas StellaSport content, we set about designing and building a Tumblr like no other; a unique experience that brings to life the tone of every season's personality.


Our bespoke Tumblr platform utilises the existing Tumblr CMS but thanks to some wizardry creates an experience that allows adidas as publishers to control the order, and therefore narrative, of the content. Taken from editorial cues the site features headlines stories, feature articles as well as individual posts.

In order to achieve this, without adapting the front-end build every time an article is published, we ‘hacked’ the way Tumblr works by impelmenting a set of custom hashtags. These tags allow us to group and aggregate collections of posts to create a narrative on a single page. With that in place, we can then up-weight certain articles, overriding the standard chronological behaviour of the Tumblr feed.

The final touch on the platform is that the content is shoppable, at the time, a Tumblr first. This was made possible thanks to our custom hashtags which allow adidas to dynamically add a ‘Get The Look’ button meaning viewers can grab specific items from the collection from the posts in context.

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