Case Study: adidas brings Campus 80s storytelling to life with Blue Bite's NFC-powered mobile experience

Adidas - Customer Case Study

Adidas turned to Blue Bite to help tell the story of its Campus 80s MakerLab — a fast-tracked, collaborative design program that invited three designers to reimagine the classic Campus sneaker and compress a typical 18–24 month launch into just a few months. Facing the challenge of communicating the project’s unique creative process, rapid production and unconventional StockX IPO sales model in engaging, consumer-facing ways, adidas needed a digital storytelling solution that could connect directly to each physical pair.

Blue Bite implemented NFC-enabled experiences by embedding tags in the tongue of each Campus 80s shoe that, when tapped, delivered an object-, location- and language-aware mobile experience featuring the 30-minute documentary, designer-specific content and project details. The Blue Bite experience personalized the story for each shoe and user, complementing the physical booklet and film; the limited run drew nearly 10,000 bids on the 999 shoes offered, demonstrating strong consumer engagement with the MakerLab launch and the storytelling powered by Blue Bite.

Adidas

Jose Cabaco

Senior Director of Creative Concepts and Storytelling