ADIDAS x NINJA: TIME IN – ANDY BURDIN / 2024

OVERVIEW

ADIDAS x NINJA: TIME IN

Creative & design direction for the industry-moving product partnership between Tyler 'Ninja' Blevins & adidas Originals

Following a long history of partnering with cultural icons across sports, music and beyond, adidas Originals & gaming/streaming icon Tyler 'Ninja' Blevins announced a world-first footwear & apparel partnership in 2019 that celebrated gamers in a way that had never been done before.

The campaign & launch of the TIME IN NITE JOGGER were the direct result of a concentrated effort between Loaded, adidas Originals, and 3AM/Wildcard. I had the distinct pleasure of operating as creative lead, designing the TIME IN branding & directing efforts across digital, social & interactive...a truly once-in-a-lifetime project.

CAMPAIGN ANNOUNCEMENT SPOT (PRODUCED/DIRECTED BY LOADED)

CAMPAIGN BRANDING &
SEEDING KITS

Custom influencer seeding kits with limited edition friends & family apparel and campaign-branded time "punch card" were created and sent to select folks across gaming, sports and entertainment (all photos courtesy @rickwlms)

CAMPAIGN KEY VISUALS

Deploying our partners at 3AM/Wildcard, Tim Tadder Photography, and Wolfe & Crow we concepted & shot Ninja and composited him into a surreal maelstrom of computer keys as homage to his mastery of these elements.

BEHIND THE SCENES

Photos by Gio Solis (theleagueofus.com)

THE RESULT

WE SOLD OUT IN 40 MINUTES.

In a pivotal moment that further solidified gaming's arrival into mainstream culture, Ninja's Time In Nite Jogger launched globally online and sold out in less than an hour. We popped some bubbly...then got back to work.

Additionally, huge props to the entire team for the success of this launch - including footwear titan Rick Williams, photographer Tim Tadder, the Loaded creative/strategy/partnerships teams, 3AM/Wildcard, adidas Originals and more.