Tasked with relaunching an archived Adidas Originals range, we went back to its roots
In the 1980s, an Adidas designer visited Japan and noticed construction workers wearing poor protective gear. The Adidas Safety Wear range was born
Our relaunch used a fictitious cultural insight: Japanese people are too busy or too polite to end relationships.
So we invented a service. A Tokyo entrepreneur, dressed head-to-toe in Adidas Safety Wear, handles the messy business of breakups for strangers
We use the line - Love is dangerous. Stay safe
The reaction was immediate. 46,000 units sold out in JD stores within two weeks
The film sparked interest in Japan as a potential TV series, and we won four Cannes Lions
