ADIDAS x RICH MNISI - HOMELAND
As part of the adidas “Impossible is Nothing” global campaign, encouraging passion, dedication, and perseverance, adidas Africa created a first-of-its-kind collaboration campaign partnering with one of Africa's most proliferate contemporary fashion designers, Rich Mnisi. As an integrated campaign, a collection was created and marketed through DOOH, a TVC, and TTL assets. Following the success of sales, a second collection was commissioned and is currently in stores (Fall 2022).
A first for adidas South Africa, a 3D projected billboard was produced as
a disruptive DOOH experience.
The collection was showcased during a launch event at the Zeitz Museum of Contemporary Art Africa in Cape Town, South Africa, where guests had the opportunity to interact with the gallery display of the collection.
They were then escorted to the atrium of the museum which was lit up in the hero colors and patterns of the collection and were treated to a 5-course dinner inspired by the designer's Tsonga heritage.
The pieces were showcased by a lineup of inspirational figures who use their identities to push culture and the same adidas beliefs forward.