journal

ADIDAS X WAF.: SUPERSTAR ADV

The Adidas x Wafflesncream Superstar ADV marked Adidas’ first-ever collaboration with a Nigerian skate brand, putting Lagos Island’s skate scene — built by waf. since 2012 — permanently into one of the world’s most enduring sneaker icons. FOLA led global communications for the launch, developing strategy, messaging, and press materials, and positioning the drop as a story of cultural authorship rather than a simple product release. The campaign generated 40+ pieces of coverage across Highsnobiety, Sneaker Freaker, HypeBae, Fashion United, ELLE Afrique, Style Rave, and more, with amplification from Native Mag, Culture Custodian, and Tatler Africa, reaching millions across web and social and carrying a Lagos-born story into global sneaker, fashion, and culture conversations