Strategy insight
Now the post-1995 generation, the post-2000 generation has taken the power of speech, they have too many ideas to tell the world and make their voices heard with creativity. ADIDAS ORIGINALS GEN-Z, the interpretation of the new OZWEEGO series of shoes, to create a mixed OZ Campaign generation, the group assembled Jackson Yee led original Z generation youth, divided into different areas, composed of 6pilars. From the art, music, dance, fashion and other fields of all-round mix ingress with new classics, release the imagination.

Creative execution
ART-Jackson Yee Chief ART PILAR, Sculpture Future, creating pure white OZWEEGO; illustrator Sun Jiayi, installation art team semicolon C, ceramic artist  follows Jackson Yee's footsteps, around the product creation.

DANCE-"This is the street dance 2" sentiment martino muller FRANKLIN OZWEEGO deduce black-and-white choreography on foot;

MUSIC-Hong Kong, China hip-hop singer BOYDOUGH creates millennial beats, and futuristic music adds retro elements;

FOOD-Hand in hand with Chunli Dining company to open cross-border food trend planning, combined with the ancient art exclusive shop to launch the ball shoes burger OZBURGER, at the same time offline activities upgrade, open the Sanlitun Fashion cooperation;

FASHION-the United Nations tidal brands ROARINGWILD, RANDOMEVENT and MYGE created and completed the 2019 autumn/winter LOOKBOOK;

SNEAKER-TOMMY, managing director of THE REMADE, and Mr. Man, managing director of HZP SNEAKER customization team are invited to take OZWEEGO as THE prototype for SNEAKER transformation to mix and match THE retro future style. At THE same time, DIY workshops are held offline to invite more SNEAKER to participate.

Offline stores: In addition to large-scale online propagation, ADIDAS ORIGINALS offline stores have also undergone corresponding activity and modification. The huge OZWEEGO TUBE detail display desk is open for a limited time with PHOTO BOOTH, and three artists are installed in the store, with a futuristic atmosphere in place.

Campaign Performance: 
arkr GROUP assist ADIDAS ORIGINALS has expanded the influence of subcultures in the trend circle, exposing generation Z's young players to the trend stage. Through cross-border exploration of all-round penetration of youth culture, OZWEEGO to build a new generation of hip-hop shoes representative.