adidas x Diesel SS08
83 ways to successfully waste your time

Creative Lead, Sid Lee

To celebrate the first collaboration between adidas and Diesel in 2008, we created 83 Ways to Successfully Waste Your Time as a 360 global campaign and an open invitation to unconstrained self-expression. The lookbook doubled as a zine, the website invited participation, and the events and launches around the world were built to become opportunities for people to create content and actively take part in the world of the project.

It was ahead of its time in two ways. First, as a collaboration between two major brands before collaborations became a cultural default. Second, in the way it invited customer participation before UGC had fully become a thing. It was not  a campaign people consumed in a passive way. It was a campaign people could enter, play with, and help bring to life.