Alexander Wang

Alexander Wang x Adidas

A hacker gameshow for an elevated sportswear drop

The Story

The collaboration between Adidas Originals and Alexander Wang has always embraced the spirit of hacking. From flipping the logo upside down to combining silhouettes of different sports, every collection has been disruptive. However, at the same time, bots have taken the fun out of streetwear. With every release gone in seconds, people have stopped logging in to try their luck. In a market disillusioned by the current state of streetwear, this iconic sportswear collaboration needed to find a fresh angle to re-engage a jaded audience.

Content Direction

Rather than outsmarting the online bots, we brought fans offline to The Last Hack—an immersive, one-night-only experience at one of New York City’s most exclusive venues: the Brooklyn Museum.

Video Direction

Celebrating a collection inspired by hacking, we hacked the conventional approach to coveted drops by gamifying the experience for Alexander Wang’s biggest fans.