ADIDAS Y-3
Ten Years Compilation Album and Editorial Book
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adidas recounted the Y-3 story in a limited-edition 10th anniversary book filled with a decade's worth of images from the brand's archives, shows and backstage and created a limited-edition compilation album in collaboration with Alex from Tokyo and 14 innovative electronic music producers, with CD and vinyl sets specially packaged and free digital downloads.
“Ten years ago, together with adidas, we created something that did not exist before, and we completely projected the future. My desire was and is to make sportswear elegant and chic. adidas has always been a very personal inspiration to me, and it continues to enrich my creative life.”
– Yohji Yamamoto
INSIGHT
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Y-3 predicted the contemporary obsession with designer athletic wear by being the first to blur the boundaries of style and sport. The editorial book and fashion show inspired compilation album were gifted exclusively to friends of the brand. However, in keeping with Y-3’s pioneering commitment, both should be made available in its entirety online.
INNOVATION
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The compilation album was uploaded to the music sharing platform SoundCloud and its playlist embedded within Y-3.com, on Y-3 social media channels, selected music and culture blogs. In addition, an interactive book section was developed on Y-3.com where brand aficionados could flip through and zoom into every page.
IMPACT
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People were craving for the limited-edition book and album compilation which created a lot of brand hype, social media followers and traffic on Y-3.com, while being traded on the resell market.