adidas APAC and Foot Locker Champion Original Sneakerheads in FW22 Campaign

A continuation of 3 Stripe Life SS22, the adidas APAC team partnered up with creative production outfit Hot Icarus to push the creative articulation of the campaign in a fresh and energetic direction. Aiming to resonate more powerfully with a regionally specific audience, the campaign celebrates the Foot Locker exclusive footwear partnership across stills and film and will be rolled out both in-store and on digital channels. 

Focussing on aspirational storytelling, the production hero’s Foot Lockers original ambassadors, the Foot Locker Stripers. Seen across APAC as amongst the trailblazers of sneaker society, the campaign channels the energy and style of the Stripers themselves to explore what defines a classic amongst a tight knit and ever evolving community of footwear enthusiasts. 

Directed by Hot Icarus’ in-house directing duo of Giles Rozier and Wij Travers, otherwise known as Scintilla, the shoot was set in various locations across Singapore. Hot Icarus partnered with local service company Epitome to ensure the project was constructed around a cast and crew truly representative of the Asia-Pacific market. 

Scintilla comments on their vision and how it came to life, "3 Stripe Life is all about redefining what classic means to you, using diversity and creativity to create a future facing style that speaks to Foot Locker and the soul of the classic adidas stripes. We worked with adidas on crafting a look & feel that felt energetic and adventurous, and that also remained authentic to a Pan-Asian and Pacific market. 

"We believe that storytelling lies at the heart of every campaign, no matter how big or small. And to breathe the new energy of Recoded into adidas’ 3 Stripe Life APAC activation, we wanted to capture exactly that - life itself."

Live now, the campaign has been rolled out in-store and online across Foot Locker’s presence in Japan, Malaysia, Singapore, South Korea, Indonesia, Hong Kong, Australia and New Zealand.