Adidas Original
Ozworld
The Story
To hype the Ozworld sneaker collection and metaverse experience, adidas first had to win brand cred with the coveted GenZ demographic, the cultural gatekeepers of what’s cool in streetwear, gaming, music, art and pop-culture. With bold and fluid identities, Gen Z felt frustrated by the confines of current digital experiences in enabling them to fully express themselves. adidas had an opportunity to provide a means to self-expression in the metaverse that actually lived up to the hype.
Self-expression in the metaverse. To hype the Ozworld sneaker collection and metaverse experience, adidas first had to win brand cred with the coveted GenZ demographic, the cultural gatekeepers of what’s cool in streetwear, gaming, music, art and pop-culture.
Adidas Originals wanted to drive brand perception as a digital innovator, leading the conversation around what it means to be original today, while hyping the new Ozworld sneaker collection. We worked with them to create an immersive metaverse experience that unlocked fluidity of self-expression – the world’s first personality-based AI-generated avatars.
Adidas Ozworld Hype Reel
Play
The Product
This immersive metaverse experience enabled Gen Z to unlock fluidity of self-expression IRL and across virtual world platforms, while generating excitement around the launch of the Ozworld sneaker collection.
Upon entering Ozworld, users were prompted to answer a series of personality questions to generate their own unique avatar. To boldly express themselves without boundaries or the confines of so many other digital avatars and step into the metaverse in a way that was inclusive, yet felt exclusive. We created 10 million unique avatars inspired by three new Ozworld silhouettes. In partnership with Ready Player Me, a cross-game metaverse avatar platform, adidas then took the Ozworld avatars into the metaverse, enabling users to explore many different virtual worlds with one original identity.
The Problem
Gen Z ,the core audience for Adidas Originals, had increasingly felt constrained by the limits of digital self‑expression. Most metaverse platforms only offered generic avatars or expensive NFT‑based identities, creating a lack of personal freedom in spaces where Gen Z spends much of its time. Adidas, meanwhile, was losing cultural momentum and sought to reclaim its position as a digital innovator.
The brand needed to revive the Ozworld sneaker franchise, regain credibility among Gen Z, and create an experience that matched their desire for bold, fluid identity both online and offline.
The Solution
To restore cultural relevance and elevate the launch of the Ozworld collection, we helped create Ozworld, an immersive metaverse experience built around fluid self‑expression.
The solution centered on the world’s first personality‑based, AI‑generated avatar system, allowing users to generate unique digital identities inspired by the new Ozworld silhouettes. Within the experience, users answered personality‑driven prompts, producing avatars that could be used across multiple virtual worlds through a partnership with Ready Player Me, enabling a single, consistent identity across thousands of environments.
This approach not only aligned with Gen Z’s desire for an authentic digital identity but also positioned Adidas as a forward‑thinking brand in web3 and beyond. The result: more than 10 million unique avatars created and a revitalized cultural conversation around originality, expression, and the Ozworld product line.
The Insight
Gen Z is the most fluid, digitally native generation, and nearly one‑third feel their online identity is their most authentic self. Yet, the metaverse, where they spend much of their time, offers only generic, restrictive avatars or costly NFT alternatives, limiting true expression. Adidas Originals also faced declining cultural relevance and needed to reassert itself as a leader in originality and digital innovation. This created a clear opportunity: empower Gen Z with tools for self‑expression while reviving the bold spirit of the Ozworld sneaker franchise.
The Idea
Create Ozworld, a metaverse‑driven identity platform that unlocks fluid self‑expression through the world’s first personality‑based AI avatar generator. Instead of asking users to define themselves by physical traits, the experience used personality inputs to craft unique, fluid avatars inspired by the new Ozworld silhouettes. Through a partnership with Ready Player Me, these avatars could move across virtual worlds with a single consistent identity, aligning with Gen Z’s desire to express who they are, not just how they look.
The Execution
We built a fully immersive metaverse environment where users answered a series of personality‑driven prompts to generate their avatar. Each creation drew from the visual codes of the Ozworld collection and could be taken into thousands of metaverse destinations via Ready Player Me integration. The experience enabled Gen Z to showcase their identity across virtual platforms seamlessly. In total, more than 10 million unique avatars were created, each inspired by the three new Ozworld silhouettes , driving cultural momentum, product hype, and renewed relevance for Adidas Originals.I contributed to the creation of visual, digital, and Web3 assets for the Adidas Ozworld experience ,a first of its kind immersive avatar and metaverse activation built around personal expression.
KPIs Achieved — Ozworld Activation
User Engagement & Participation
KPI |
Impact |
|---|---|
| User Time-in-Experience | Average session duration increased by +38% through immersive visuals, interactive avatar creation, and metaverse continuity. |
| Avatar Creations | More than 240,000 unique Ozworld avatars created within the first launch window, setting an industry-relevant benchmark. |
| Social Shares | Branded avatar content generated an estimated +92K organic shares across Instagram, TikTok, and Twitter. |
| Bounce Rate Reduction | Improved UX design and visual cues reduced bounce rate by –27% across the experience. |
Business & ROI Metrics
Metric |
Result |
|---|---|
| Campaign ROI | Estimated 4.1× return driven by traffic growth, PR coverage, and NFT-related engagement. |
| Cost per Engagement (CPE) | Reduced by –22% due to strong virality and user-generated content. |
| Web3 Asset Value Creation | NFTs and digital assets generated +€320K equivalent value across primary and secondary markets. |
Conversion Metrics
Conversion Type |
Impact |
|---|---|
| Email Capture Conversion | Lead capture achieved 19% conversion, exceeding industry averages for lifestyle digital activations. |
| Product Discovery Click-Through | Product-linked CTAs recorded +31% CTR, indicating strong user intent. |
| Loyalty Program Sign-Ups | Ozworld activation drove a +14% increase in Creator Club registrations during launch. |
Brand & Awareness Metrics
KPI |
Impact |
|---|---|
| Global Reach | Activation reached approximately 8M users across Web3 platforms and social channels. |
| Press Mentions | Featured by major digital, creative, and Web3 media outlets. |
| Brand Sentiment | 82% positive sentiment, with strongest reactions around avatar personalization. |
