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Adidas and Billie Jean King are here to create change.
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, adidas could have re-released her shoe. But that's not how BJK would do it. She prefers to change things. So TBWA\Chiat\Day NY and adidas teamed up to do just that; turning the most iconic adidas into blue BJKs. And at the U.S. Open they invited everyone to BJK their shoes – no matter what brand. For the first time ever, a brand utilized other brands to launch a shoe.

Awards

Cannes Lions 2019 | Gold | Branded Experience & Activation | Live Branded Experience or Activation

Cannes Lions 2019 | Gold | Outdoor | Limited Run Promotional Items & Printed Media

Cannes Lions 2019 | Gold | Outdoor | Consumer Durables

Cannes Lions 2019 | Silver | Direct | Challenger Brand

Cannes Lions 2019 | Silver | Design | Special Editions & Bespoke Items

Cannes Lions 2019 | Silver | Brand Experience and Activation: Challenger Brand

Cannes Lions 2019 | Silver | Direct | Use of Ambient Media: Small Scale

Cannes Lions 2019 | Bronze | Entertainment in Sports | Sports Live Experience

The One Show | Best in Discipline | Best in Direct Marketing

D&AD | Yellow Pencil | Branding | Campaign Branding & Identity

D&AD | Wood Pencil | Direct Response | Ambient

CLIO Sports | Silver | Experiential