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Loaded | adidas Originals

Embrace the Grind

  • 3AM
  • Insights

Turn every negative into a positive.

We partnered with Loaded and adidas Originals to launch the third chapter in their collaboration with the record-breaking streamer Ninja, this time taking an irreverent, inspirational approach that reminds our fans that the challenges they face are all just a part of the grind of becoming better.


  • Strategy
  • Creative Direction
  • Original Content
  • Photography
  • Key Campaign Visuals
  • Social

Embrace the Grind Launch Party

To kick off the campaign, we put Ninja to the test to see how well he could “Embrace the Grind” by giving fans the power to throw obstacles and sabotages his way during games. As a reward, they had the chance to win tons of product from his new Ninja x adidas collection.

We also enlisted the help of celebrity adidas talent NFL Wide Receiver Juju Smith-Schuster (Pittsburgh Steelers), Tyshawn Jones (Winner of the 2018 Thrasher Skater of the Year award), Pusha T (Def Jam Recording Artist), pro gaming streamers Balla TW and MonsterDFace, and our host Chris Puckett to join the fun.

It all built up to a grand finale where 11 lucky fans won the entire collection—that’s 4 shoes, 5 shirts, and 4 jog suits!

Launch Party Sizzle

Campaign Visuals

This campaign makes overcoming challenges, setbacks, and failures feel like fun with bright colors, quirky typography and inspirational copy. The goal was to create an irreverent vibe that’s motivational while keeping it real.

This product is super comfy and don’t get us wrong, we love comfort. But the truth is that if you want to grow, you can’t just be comfy when things are soft and squishy. You’ve got to learn to stay comfortable in any situation. That’s what it means to “Embrace the Grind.”

Product Photos

Social Media

On social, we expanded our reach beyond the Ninja and adidas Originals accounts, tapping into our event partner JD Sports and event talent accounts to spread the word about the collection and live event.

JuJu Smith-Schuster | Instagram Story

Ninja | Instagram Story

Now Available | Instagram Story

Branded ContentSocialIntegrated Campaign

Ninja x adidas Originals

Branded ContentSocialIntegrated Campaign

Chase the Spark

SocialTVIntegrated Campaign

The 93rd Academy Awards

Branded Content

Microsoft Game Stack