How Newcycle Broke Records with Puerto Rican Artist Bad Bunny for adidas' Sneaker Launch

When a few months ago, Valentina Benitez, senior manager storytelling for adidas global was working on a plan to launch the new adidas Bad Bunny shoes, she knew they were going to launch something big. But she didn't know they were going to break so many records.

Puerto Rican artist Bad Bunny recently became the first non-English language act to win a VMA for Artist of the Year, and the entire campaign turned into one of the most successful adidas launches of all time.

The Baby Blue Forum is the 6th collaboration during 2022 between adidas and Bad Bunny, and it happened in the middle of Bad Bunny's (Benito Antonio Martinez) latest tour 'The Hottest Tour of the World'. Newcycle, the agency behind the Forum Baby Blue, knew this new release was meant to be truly iconic.

The idea was clear: launching this new pair of shoes from the sky, and creating a democratic experience for consumers and fans during a strategic multiple-touchpoint journey that would last for months.

The first part of the project was about setting up all the moments of impact and conversation around this new launch: “The seeding of the shoes was the first thing we did, creating an idea of this new release during the most impactful moment for Bad Bunny, the beginning of his hottest new tour,” Valentina Benitez said.

After seeding, Newcycle, the agency and production company filmed and photographed Benito in Puerto Rico. “Bad Bunny and his team made it all really easy for us, it was an amazing experience to work with them and create together with his team,” Mica Koretzky, Newcycle´s global leader said.

The next step came as an incredible opportunity to live an intimate experience with the brand and Bud Bunny: adidas literally wrapped an airplane and invited all Benito and adidas fans to subscribe to win the chance of being part of the launch of the shoes in an airplane,

The entire brand journey also included store experiences in Miami and NY and even a full back front ad in The New York Times.

The entire campaign ended up hitting historic records in signups and new members globally for adidas, while multiplying the earned media in comparison with the media investment by eight.