adidas Stella McCartney Barricade and the mirrorcourt
Naked Communications has recently began work with adidas. Our first assignment was to help launch the new adidas Stella McCartney Barricade range. The brief was where style meets performance. The idea – playing tennis on a court made entirely of mirrors. Caroline Woziacki, Laura Robson, and Maria Kirilenko christened the court whilst playing in the new gear. It was a fun project to put together, and the end result looks according to influential popular-culture magazine Cream, “nothing short of extraordinary”.
It was written up round the world Huffington Post, ESPN, and local press giving it the thumbs up too (Sports Tonights ‘Play of the day’ is nothing to be sneezed at). Sometime’s it’s just a matter of making something look extremely cool.
PS Spot the hairy, tall photographer with an iPhone at the 32 second mark!
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
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