adidas x Ninja "Time In"

Tyler “Ninja” Blevins is one of the biggest, most popular gamers and livestreamers in the world. When he signed a deal with adidas Originals to become to the first gamer, ever, to develop his own shoe with the brand, it was a truly game changing moment – one which celebrated gamers in a way that had never been done before. The 3AM / Wild Card Creative Group team came onboard to develop a campaign that would announce this collaboration and the release of the “Time In” Nite Jogger.

For the launch, we focused on the concept of “Time In.” Before his big break, Ninja put in 20K hours of streaming at his keyboard. He invested in himself when no one was watching so he’d be ready for the moment when everyone would be watching. Breaking a streaming record while playing with some of the world’s most recognizable celebrities doesn’t happen by coincidence. It happens because of the late nights and early mornings. It happens because of the “Time In.”

We began with a week and a half to develop the concept for and produce a talent photoshoot, capturing key visuals that would be used throughout the campaign. We then oversaw and developed the end-to-end campaign, working hand-in-hand with Loaded and adidas’s social, digital, and PR teams to orchestrate a seamless launch across channels.

This included working with Ninja to surprise fans on Mixer with a first look unboxing moment, developing a social media plan across owned channels to maximize press, and orchestrating a seamless global experience across digital platforms.

The campaign was a success, with the Time In Nite Jogger selling out in under an hour.