One of Europe’s leading sportswear retailers, size? joined forces with adidas Originals to launch a new edition of their highly successful ‘City Series’ trainers to celebrate their 20th anniversary. MUNDIAL were enlisted to head a year’s worth of storytelling around one of footwear’s most anticipated releases.
Featuring six ‘Twin Cities’ inspired by the original series’ shoes, the 20th Anniversary City Series features trainers influenced by cities from around the world. It was MUNDIAL’s job to produce a bespoke film and accompanying print magazine for each drop, outlining the influence and importance of the chosen city.
More than just focussing on football, we explored the wider cultural impacts of the chosen locations, their history and lifestyle through the generations, and how that all ties back to the core messaging of the 20th Anniversary City Series campaign.
Every adidas Originals drop is an event, and both the retailer and brand wanted this campaign to have a look and feel that exceeded all previous expectations in quality. With our track record in producing critically acclaimed print and video storytelling, we were the first name on their list.
RELEASE 1: LIVERPOOL
In 2010, @sizeofficial and @adidasoriginals collaborated to release six shoes celebrating six cities around the UK and Ireland. In honour of the retailer's 20th year they have joined forces again, for the Anniversary City Series. pic.twitter.com/PxPRr6wlm9— MUNDIAL (H) (@MundialMag) February 17, 2020
RELEASE 2: CÓRDOBA
Before lockdown we travelled to Córdoba and made this short film for @adidasoriginals and @sizeofficial.— MUNDIAL (H) (@MundialMag) July 28, 2020
If you were lucky enough to get your hands on a pair, keep an eye out for the book we created, and immerse yourself in an incredible little city. pic.twitter.com/ILCzGcZnY7
RELEASE 3: SHANGHAI
During lockdown, we made this film about Shanghai for the new @adidasoriginals x @sizeofficial City Series shoe of the same name. We hope you like it. pic.twitter.com/lILfPDs41g— MUNDIAL (H) (@MundialMag) September 4, 2020
RELEASE 4: HAVANA
To celebrate the next shoe in the @sizeofficial and @adidasoriginals 20th Anniversary City Series, the adidas Havana, we made a film about a vital, vibrant Latinx enclave in the heart of Miami... #Size2020 pic.twitter.com/fZ3MJnzqQI— MUNDIAL (H) (@MundialMag) October 15, 2020
RELEASE 5: STUTTGART
To celebrate the new @adidasoriginals Stuttgart, we travelled to the home of Mercedes-Benz with @sizeofficial to tell the story of a city which is always looking towards the future.— MUNDIAL (H) (@MundialMag) December 2, 2020
Watch our fifth film in the 20th Anniversary City Series now. #Size2020pic.twitter.com/rLmyM5qYCa
RELEASE 6: JOBURG
In our final film to celebrate @sizeofficial and @adidasoriginals' 20th Anniversary City Series, we went to Joburg, one of the most diverse cities on earth. We tell the story of a people positioned to seize the future with both hands. #size2020 pic.twitter.com/2yO32vgsA9— MUNDIAL (H) (@MundialMag) January 4, 2021