Highlights
150+
research participants
1300+
in-store foot traffic
370k
views on social platforms
$10k
in-store in-store sales
Context
To welcome incoming UCLA students and drive in-store footwear sales, adidas launched an exclusive shoe charm experience.
By partnering directly with UCLA’s student-run marketing agency, adidas ensured the campaign felt authentic, peer-driven, and embedded in student life, rather than traditional top-down campus marketing.
The Challenge
UCLA students are difficult to drive off-campus due to LA’s car-centric culture.
adidas needed to build brand affinity without copyrighted UCLA branding.
Campaign had to directly tie to measurable retail sales.
Strategic Insight
Our research revealed that students travel off-campus only when the payoff feels special, such as for social experiences or limited drops.
If the event requires me to travel beyond reasonable walking distance…I likely won’t attend.
J, 3rd year student
When we asked students how they would describe UCLA culture–
57
%
said work hard, play hard
22
%
said a rewarding yet chill hustle
At the same time, adidas was perceived as stylish and comfortable, but not yet part of the UCLA student identity, especially compared to Nike’s athletic presence.
Opportunity
Position adidas as a lifestyle brand for self-expression rather than athletics
The Idea
From campus discovery to in-store experience, adidas will become part of how students show up for their first week.
Our tagline:
A nod to adidas’ iconic, instantly recognizable branding.
A reference to UCLA's initials, its hand gesture, and the student culture.
Campaign System
Part I.
Pre-Marketing & Social Buzz
I contributed to the visual design system and execution, ensuring consistency across digital, print, and physical environments.
Chloe Kang
@imchloekang
140k followers
Meileen Taw
@meileentaw
7.9k followers
Leo Kitaen
@leokitaenn
5.5k followers
Part II.
On Campus Discovery
Discovery was designed to feel organic and playful. Custom ticket sets were hidden across campus and revealed through live social drops, encouraging urgency and peer-to-peer sharing.
Ticket and flyer distribution
Part III.
In-Store Activation
The campaign culminated in a retail takeover at adidas Century City. With customizable shoe charms, we turned sneaker purchases into a conversion-driven experience.
Customizable charm bar
Coffee and matcha
Claw machine
Visual Design
I contributed to the visual design system and execution, ensuring consistency across digital, print, and physical environments.
Process
Brainstorm
Grounded in survey insights and adidas’ brand perception
Began by defining the overall energy of the campaign through visual references
Presented two creative directions to stakeholders
Ultimately selected a vintage yet bold direction
Production
We sourced vendors for flyers, stickers, and scavenger hunt tickets
Hand-cut and assembled the physical tickets
Coordinated timed campus drops
Collaborated closely with Quickshot Coffee to design the coffee cart
Deliverables
Design system
20+ social media posts
Scavenger hunt tickets
Flyers
Stickers
Coffee cart decals
Keywords
Bold
Vibrant
Unstoppable
Concept
Gritty texture, vintage colors, and bold layouts establish adidas as a lifestyle brand.
Moodboard
Style Guide
Social Media
Photography & Videography
Results
Metrics
Retail Impact
1300+
in-store foot traffic
$21k
total sales on activation day
$10.5k
total sales during activation
SOcial Reach
370k
total views
9.3k
engagements
176
RSVPs
Budget efficiency
$8k
in costs
Why it worked
Designed with students, not for them
Product-as-media approach turned sneakers into social currency
Visual system balanced adidas brand equity with student-led expression
Every creative touchpoint tied back to measurable business outcomes
Takeaways
This project reinforced how strong branding is a blend of culture, craft, and conversion. By grounding creative decisions in student insight and executing with a cohesive visual system, we transformed a retail promotion into a culturally relevant campus moment.