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Adidas NMD Dealer

client: Adidas Russia
agency: Friends Moscow
director: Murad Nogmov
dop: Kirill Groshev


Two weeks prior to release, we craft a myth about a dealer, who can obtain the highly prized NMDs. Using underground and semi-legal communication channels (or stylizing our messages as such), we promote both the NMD image and a phone number that allows anyone to contact the “dealer”. A user intrigued by the message can call or text the number, whereas, after a short exchange, dealer tell him where he can get his desired pair of sneakers.