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We Stan

Adidas wanted to rebrand their Stan Smiths from your everyday, everyone shoes, to a sneakers for the new fashion generation.

So Brigs and I worked to bring a creative solution to the team of TBWA Amsterdam, turning Stan Smiths from old school kicks to the blank canvas Gen Z needs to complement its eclectic, bold and colourful style:

We dived into 2022 lingo and came up with a new tag line - We Stan

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The idea is to tap into the world of Gen Z-ers. The attitude. The passion. 

The rejection of old codes and creating new ones, including fashion and language. 


we don’t want to tell our audience what they should like. we want to celebrate what they are already passionate about, what they stan. 


and we want to do it in a respectful way, celebrating their cultural nuances and their language,

and showing our support towards their originality. 

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We are the generation of sustainable hedonists. 


Your luxury is old luxury. 

No offence.

But we’d rather recycle your 90s clothes

And the plastic you left in our oceans

Than take inspo from a catwalk run by elitist big dogs.  

Our vibe is Original.
So much so that the only fake thing about us

Is an eco-luxe faux fur coat in our wardrobes. 

We Stan what we like,

And we fight what we don’t. 

We don’t speak up, we make statements. 


We Stan being the CEOs of sustainability. 

We Stan polka dots with checkered and red with pink. 

We Stan being extra, mixing vintage with bougie and looking snatched

in a bucket hat and a coat made out of blankets. 


The list of what we Stan goes on. 

Iykyk. If not, then watch us bloom. 

And check out what we Stan. 

Or don’t. ¯\_(ツ)_/¯

Mood video

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