128 Originals launches in SA

Magna Carta was commissioned by adidas Originals to conceptualise a pre-store opening campaign to build hype amongst the target market before the store opened to the public on 1st February 2008.

The idea for the campaign was 128; being that the store is opening on 1st February 2008.

The die-cut shoes, stickers and posters were put up at various events and venues around town and t-shirts were given to promo staff and dj's/performers to wear while playing or performing in public. The promo staff were doing flash mob style appearances flying the kites or ‘marching' with placards of the 128 posters while wearing the t-shirts.

The mobile showroom was launched on the same day as the Vida campaign. The showroom is a customised Landrover that has had the back of the truck turned into a Perspex box that contains an adidas mannequin that has been tagged with 128 Originals, the box is covered in stickers and graffiti and there are adidas Originals giveaways that are given to people on the street from the showroom.

The store opening and VIP launch event was held on Thursday 31st January at the Waterfront for approximately 75–100 guests followed by an after party at the Assembly with top local bands and DJ's performing to a crowd of approximately 350 guests and 150 VIP's.