Activation Assets for the launch of the adidas Y-3 Kaiwa
In 2018, adidas’ and Yohji Yamamoto’s iconic Y-3 line dropped the sculpture-like Kaiwa silhouette.
Over the years, Beinghunted. has worked frequently with adidas and its subsidiary lines, including Y-3. The label combines Yamamoto’s avant-garde styles with adidas’ innovative technologies and signature three stripes. The project has defined the now familiar meeting place of sportswear and fashion over the past 20 years.
Beinghunted. devised a creative brief with a highly architectural approach. Photos as well as video highlight the monumental shapes of the Kaiwa. The distinct silhouette was shot to convey a multilayered landscape of organic structures, emphasizing the play of shadow and light on the shoe’s upper.
Apart from the creative concept and direction, Beinghunted. coordinated and oversaw the project and created all communication assets for the product launch campaign. The photo and video assets were created in partnership with Berlin-based studio Haw-lin services.
Client: adidas Y-3
Place: Berlin, Germany
Services: Creative Direction, Campaign Production