"Overland’s ability to match design to the clean and sophisticated Y-3 brand, and their ability to consistently deliver a flawless technical execution on extremely tight turnarounds cemented our relationship, and we look forward to continuing our relationship in the future."

Kadie Casey
Y-3 E-newsletter Project Manager

Client:
The adidas brand is segmented into three divisions: adidas Sport Performance (“Innovate to perform”), adidas Sport Heritage (“Once innovative, now classic, always original”), and adidas Sport Style (“Inspired by the future of sport and fashion”). Their smart Y-3 brand is part of the Sport Style division. (“Y“ stands for Yohji Yamamoto, “3“ represents the signature 3-Stripes of adidas and signifies their link.) Yohji Yamamoto, one of the most influential and avant-garde designers teamed with adidas to develop a collection that represents fashion, sport, fine craftsmanship, and the future of sportswear.

Challenge:
The Overland Agency discussed the Y-3 permission-based marketing program with adidas in fall 2004. Their agency partner was having problems meeting deadlines in a program that must rapidly respond to media and market incidents. Y-3 and adidas needed a nimble agency partner with design and web technology know-how. adidas agreed to produce their ongoing Y-3 Buyers Campaign through Overland. Each campaign consists of an HTML Newsletter and a Flash microsite. A decision to award Overland the contract would be made based on successful execution. Deadlines were tight, and with global content contribution, the changes many.

Solution:
Influential design combined with new technology and functionality are strong aspects of the Y-3 collaboration between Yohji Yamamoto and adidas. adidas needed the same marriage of design savvy and technology from its agency partner. Overland worked with their Internet Marketing and Information Technology departments to successfully fulfill the brand and marketing goals of the Y-3 HTML newsletter and Flash microsite.

Result:
Overland stood up to the task and delivered quick turn-around for review cycles, accurate content, and, most importantly, we understood the design of the Y-3 brand. Our Y-3 newsletters and Flash microsites meet adidas’ high expectations and demonstrate ROI with loyal, global readership.