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ABOUT
WORK
To launch the Adidas BadBo 1.0, we didn’t want to interrupt the biggest show in the world, we wanted to become part of it. By analyzing Bad Bunny’s lyrics, we discovered his most repeated word is “hey,” so we built the idea around it. Instead of running a Super Bowl ad, we turned the halftime show into a live store where every “hey” triggered a limited sneaker drop in real time. Transforming the performance into the most watched drop in Adidas history.