In a partnership with Refinery29, a digital-media company focused on women, Adidas is teaming up with celebrated female artists to create one-of-a-kind pairs of the UltraBoost X representing all 50 states.
In collaboration with digital campaign platform Wyng, Adidas and Refinery29 are leading the industry with the first digital silent auction marketing campaign for a good cause integrated with the brand’s e-commerce platform. Launched on July 4 through July 11, consumers can select their favorite pair and bid to purchase the custom sneakers by visiting Boost the Nation on Adidas.com. All proceeds raised will be donated to Women Win, an organization that empowers girls to build leadership skills and address gender equity through sport.
The auction includes an option to donate and support the cause without having to win and share across social channels.
Refinery29 curated a diverse group of artists – including Meagan Morrison, Maria “Too Fly” Castillo, Bree Poort, Lizzie Darden, Jenny Kiker, Sophia Chang, Mari Orr, Jen Mussari, Carrie Chan, Jordana Schrager and Refinery29 fashion editor Alyssa Coscarelli – to design the custom sneakers. Each was inspired by each state’s unique culture, landscapes and notable landmarks, to create an original work of art.
“We can find beauty despite diversity and, more importantly, because of diversity, from shorelines to glaciers, from farmland to mountaintop to prairie. If everything was the same, nothing would be remarkable,” said chemist turned artist Mari Orr, who designed sneakers inspired by Alaska, Iowa, Maryland, Nebraska and South Dakota.
“UltraBoost X is the best performance shoe for the female athlete and it’s as stylish and versatile as you need it to be,” said Alexa Andersen, U.S. category director for women’s running, at Adidas. “As a brand that walks the line between sport and creativity, we saw the triple white silhouette as a blank canvas full of possibilities to collaborate with powerful and expressive women in a way that would celebrate differences and highlight the unique characteristics that unite us.”
“At Refinery29 we believe strongly in the power of art and design to incite meaningful conversation and inspire change, so partnering with Adidas to launch the Boost the Nation custom sneaker auction was a natural fit,” said Hallie Johnston, SVP, client services & strategy, branded content at Refinery29. “The custom sneakers designed for women by women celebrate the diversity and creativity of this country, while intersecting sport and art in a unique and shareable way.”
The Adidas UltraBoost X is available on Adidas.com in six colors including triple white, mystery blue, trace pink, core black, clear grey and glow orange.
Photos courtesy Adidas
