July 26, 2017
The bikers are then shown taking a break, repairing their bikes and changing, but keeping their faces covered. Next, one biker arrives at a rave, face mask still on.After she enters the dance floor, viewers can see her remove her mask but still never see her face.Right before she rides home from the rave, the words “Alexander Wang” appear above the adidas logo. The label then informs interested viewers of the collaboration with more text saying, “Season 2, NYC July 29, Worldwide August 5.”The biker is then shown falling asleep in her bed under the covers, but without clothes. The footage pans down the bed, until the viewer sees her feet, wearing shoes from the new collaborative collection.Alexander Wang’s vague video is a tease for unique retail launch. When showing the bikers putting up posters, the posters themselves could be seen in short bursts.Careful viewers are able to see a number on the poster. This signifies the retail initiative happening in New York in which users can text the number they see on the posters around the city to learn more information about the line.
Alexander Wang's SMS campaign