This website uses cookies to improve your experience.

Allow cookies Cookie Policy
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.


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