ATXFC SAMBA

Austin FC x Adidas Originals

Creative Direction + Design

THE ASK: Launch Austin FC’s first footwear collection with adidas.

THE IDEA: An Austin-centric take on a “making the shoe” video juxtaposing Austin’s love for food and Austin FC. How is the Austin FC Samba made? Using local ingredients from iconic Austin spots. A dash of Q2 grass simmered in Barton Springs water, tossed with fresh live oak leaves. All of these ingredients come together in a quirky narrative piece prepered by Austin’s renowned Sushi Chef Yoshi Okai to a girls night out of Iconic Austin Musicians.

THE EXECUTION: We brought it all together with a main hero video and imagery dropped on the day of release. To build buzz leading up to the drop, we hosted an exclusive shoe preview activation at Otoko, along with a series of quirky teasers to get people excited.

THE RESULT: The shoe sold out within minutes at our physical store, recorded major sales on MLS and Adidas web stores, along with earned media from Hype Beast, Nice Kicks, and local media.

TEASER 1 - FISH
Released one week out from the shoe release. This teaser was the highest performing merch teaser in Austin FC History.

VIP PREVIEW EVENT @ OTOKO

We dropped an invite 3 days before the shoe was released to the public to Adidas Austin FC Athletes, Austin Influencers, Media, and Adiclub Members for a special Austin FC x Adidas dining experience with Austin Sushi Chef Yoshi Okai. Attendees were able to order a special Austin FC Themed Cocktail, get a specially made Sushi, glass of Sake and pick up their Sambas.