Adidas and digital media company Refinery29 celebrated July 4th with the launched a digital silent auction benefiting Woman Win, an organization that empowers girls to build leadership skills and address gender equity through sport.
For the auction, Refinery29 curated a diverse group of female artists to create one-of-a-kind pairs of UltraBoost X representing all 50 states. The limited-edition “Boost the Nation” collection is created for women by women to unite creativity through sport and reflect the nation’s individuality.
From now through July 11, consumers can select their favorite pair and bid to purchase the custom sneakers by visiting Boost the Nation on adidas.com. The auction includes an option to donate and support the cause without having to win and share across social channels.
The auction, powered by digital campaign platform Wyng, is the first online silent auction marketing campaign for a good cause integrated with Adidas’ e-commerce platform.
“UltraBoost X is the best performance shoe for the female athlete and it’s as stylish and versatile as you need it to be,” said Alexa Andersen, U.S. category director for women’s running at Adidas. “As a brand that walks the line between sport and creativity, we saw the triple white silhouette as a blank canvas full of possibilities to collaborate with powerful and expressive women in a way that would celebrate differences and highlight the unique characteristics that unite us.”
Artists include Meagan Morrison, Maria “Too Fly” Castillo, Bree Poort, Lizzie Darden, Jenny Kiker, Sophia Chang, Mari Orr, Jen Mussari, Carrie Chan, Jordana Schrager and Refinery29 Fashion Editor Alyssa Coscarelli.
The collaboration reinforces Refinery29’s female empowering messages. “We believe strongly in the power of art and design to incite meaningful conversation and inspire change, so partnering with Adidas to launch the Boost the Nation custom sneaker auction was a natural fit,” said Hallie Johnston, Refinery29 SVP, client services and strategy, branded content. “The custom sneakers designed for women by women celebrate the diversity and creativity of this country, while intersecting sport and art in a unique and shareable way.”