Adidas

A Launch as Iconic as the Shoe Itself

Adidas Mexico’s Superstar Concha drew from the concha bread found in every neighborhood bakery. The campaign set the sneakers inside that world:  trays of pan dulce, tiled counters, bright pastels - making the bakery the anchor for a story rooted in place.

Tapping Into Influence at Every Level

Partnerships stretched across Mexico, from mainstream influencers to local tastemakers. Exclusive drops and playful challenges spread through feeds, building momentum until the Superstar Concha became a fixture in daily conversation. Collectors wanted it, and so did anyone who recognized the bread from home.

Social That Stuck

Adidas Mexico’s channels carried bold visuals and interactive posts that caught on quickly. Audiences remixed the content, spun their own takes, and kept the campaign alive across platforms long after launch day.

The Results

• 950+ media articles

• 480M earned media impressions

• 200M organic video views

• 320M organic impressions

The Superstar Concha emerged as one of Adidas Mexico’s most visible launches, connecting a global brand to an everyday ritual and securing its spot in cultural memory.