The ununiformed page — Mere Staunch creative site

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The UnUniformed
adidas Sportswear

Society gives us uniforms to define us, forcing us into a mold of its own making. But a shared mindset does not need a uniform. Today’s generation is fluid, believing that you don’t have to dress the same to share the same values, interests or passions - and adidas Sportswear is there when you hang up the uniform in favor of something that fits us instead of fitting us in. The uniform is dead. Long live the UnUniformed.

Announce the UnUniform

We met Gen Z where they were at by partnering with their local university papers to announce that the uniform is dead & the UnUniform is here.

Retire the Uniform

We retired the uniform in a live fashion show performance. Our partners each rocked a different Sportswear look while giving a few words about the uniforms they’ll never wear again, all livestreamed on social. We then captured images from the event & turned them into a shoppable lookbook on Insta.

No One is Uniform

After dismissing the uniform altogether, we stood with Gen Z’s fluid mentality by inviting them to make a social film with us by answering the question “Does your mindset have a uniform?” We then took all the footage & cut it together in a different way every week - giving us unlimited versions of an ever-changing film.

School the Uniform

The outfits you rock during the beginning of the school year set the tone for the rest of the academic year. But while some will be excited to rock their new uniforms, others can’t afford new clothes. So we partnered with schools to surprise students with a Sportswear pop-up wardrobe in their gymnasiums.

UnUniform of the Day

There’s a cultural moment happening every day, like National Kissing Day or World Introvert Day. We used these cultural moments to inspire our window displays in adidas stores to reveal a different Sportswear look.

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