Celebrate the shoe drop of adilicious, adidas Originals Food Series & Los Angeles’s Hottest Chicken joint, Howlin’ Ray’s.
We created a multifaceted launch campaign to promote LA’s version of the adilicious series. A social media strategy was coordinated to build hype within the intersection of food, fashion, & fandom. Leading up to the drop, prominent LA influencers received a custom Howlin’ Ray’s takeout box. Inside: the new Howlin’ Ray’s x adilicious shoe, t-shirt, and a custom apron and utensils.
The entirety of the campaign came to its final element with a celebration at Howlin’ Ray’s new Pasadena location to see first-hand the new shoe on launch day.