Adidas x Billie Jean King "Here to Create Change"
In time for the U.S. Open in 2018, Adidas and TBWA\Chiat\Day put the spotlight on Billie Jean King with the “Here to Create Change” campaign, which celebrated the legacy she left for women in sports, and for the athletic world in general.
In collaboration with Amy Ferguson, Julia Neumann, Angelo Maia, Ricardo Franco, Eric Kopicki, and John Smith
In 1973, Billie Jean King played the most important tennis match ever: The Battle of the Sexes. That day, she changed the male-dominated tennis establishment in a pair of blue adidas. For the 45th anniversary, we could have re-released her shoe. But that's not how BJK would do it. She prefers to change things. So we did just that; turning the most iconic adidas into blue BJKs. And at the U.S. Open we invited everyone to BJK their shoes – no matter what brand. For the first time ever, a brand utilized other brands to launch a shoe.