1 ___ The product partnership

As a collaboration partner I wanted to play on our name ‘Crooked Tongues’. I didn’t want to have customization applied through paint or marker but through switching-out construction. I’ve always been a fan of switching laces in shoes to bring a new look so that was the basis of my concept.

To go one step further I thought it would be cool to play on our name and have interchangeable tongues and have the shoes come with a set of tongues and laces for the wearer to get 5 looks out of one.

The track top had a similar approach with a set of 5 colour coded pin badges and zipper pulls in the same colours. To speak to the community aspect of what we did at Crooked Tongues and to add activation to our concept, we had adidas make us up an extra lace and tongue combo in orange.

We the asked the community to post pics for themselves wearing our shoes and those that did received the extra orange set as a bonus prize.

2 ___ The campaign activation

As well as a product partner, we at U-Dox were asked to be the lead agency to set the holistic design eco system for the campaign. We worked on all aspects of the activation from the packaging of the product through to press kits and the book and also to set up live events, shows and regional guidance on activation.

Part if the activation was to create a set of short films to celebrate some of the partners and their assigned colours, Colin O’Toole created some amazing films you can check out below that really spoke to the fun of the projects and the campaign.