NMD V3
Client: Adidas
Agency: We Are Social
Role: Design Direction

The NMD_V3 Heatmap campaign, launched by Adidas Originals in 2022, aimed to reignite interest in the NMD franchise, especially among Gen Z sneakerheads. After a successful run since 2015, the NMD had lost traction in the fashion scene. To re-engage consumers, the campaign adopted a heat-map visual language, symbolizing the movement of modern nomads through the city. Featuring global talents like Benzema, Anitta, and Bizarrap, the campaign blended energetic visuals with product-focused films to represent a vibrant, community-oriented spirit. Adidas also partnered with global digital influencers and created TikTok videos to reach key markets.