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Loaded | adidas Originals

Ninja x adidas Originals

  • 3AM

Time In

We partnered with Loaded and adidas Originals to announce the first collaboration between the adidas Brand and Tyler “Ninja” Blevins. A truly game changing moment – one which celebrated gamers in a way that had never been done before.


  • Strategy
  • Creative Direction
  • Key Campaign Visuals
  • Photography
  • Digital
  • Social

Before his big break, Ninja put in 20K hours of streaming at his keyboard. He invested in himself when no one was watching so he’d be ready for the moment when everyone would be watching. Breaking a streaming record while playing with some of the world’s most recognizable celebrities doesn’t happen by coincidence. It happens because of the late nights and early mornings. It happens because of the TIME IN™. 

Live Unboxing on Mixer

To kick off the campaign we worked with Ninja to surprise fans on Mixer and give them a first look at the Ninja "Time In" Nite Joggers.

Social Media

Social campaign

In close collaboration with the adidas social team and Loaded we developed a social media plan across owned channels to maximize press and create a frenzy amongst his audience.

Instagram stories

We brought to life the campaign creative direction in Instagram Stories with animated cards which revealed the Time In story and showcased the product. Don't forget to follow @Ninja and @adidasOriginals to keep up-to-speed with the campaign.

Digital Experience

coordinated digital strategy

We worked closely with the adidas Originals digital team to orchestrate a seamless global digital experience across adidas.com, email and the adidas app. Check back across platforms as this campaign unfolds.

Branded ContentSocialIntegrated Campaign

Chase the Spark

Branded ContentSocialIntegrated Campaign

Embrace the Grind

Original ContentSocialTVIntegrated Campaign

You Will See Me

TrailerOriginal ContentBranded ContentTVIntegrated Campaign

The Martian