A CREATIVE STUDIO
FROM BERLIN
© 2026
adidas Germany
"From Archive to the Feed"
Archive Stories, Reimagined for Social
The series reimagined adidas’ archive as a social-first storytelling format. Each episode paired product history with contemporary cultural perspective through two voices: adidas archivist Sandra, bringing depth and credibility, and creator Jakob Werner, approaching the archive with curiosity and a fashion-first lens. Concept, creative direction, and production were led by HY.AM, shaping a clear narrative and visual language across the series.
Social-First Rollout
The rollout was designed around how content travels on social platforms. Anchored on Instagram through three hero Reels and supporting carousels, the series extended across TikTok and YouTube Shorts to meet audiences where short-form culture lives today. Stories teased upcoming episodes and drove interaction, while co-posted content with Jakob Werner expanded reach across communities. Trial Reels were used to test hooks and optimise distribution in real time, allowing the strongest formats to carry the narrative further across feeds.
Over three weeks, the series reached 1.8M views, drove strong engagement, and attracted thousands of new followers. The content was reused across adidas channels and international Instagram accounts, extending its value far beyond the initial rollout.
