adidas X UP THERE

Overview

UP THERE partnered with us to launch Melbourne’s entry into the adidas City Series. The goal was to honour the city with the same care and intent given to global capitals like London and Rome. This film marked UP THERE’s first City Series project since joining the adidas Consortium family. The task was clear. Tell a local story with global weight.

Challenges & Approach

The City Series carries legacy. Every detail matters. Our challenge was to create a film that respected the archive while feeling current and lived-in. We took a research-led, restraint-driven approach, grounding the story in archival truth and everyday Melbourne life. The focus stayed on people, places, and movement. No spectacle for its own sake. Just authenticity, texture, and rhythm. The film moves through laneways, rituals, and daily motion. Melbourne as lived, not staged.

The Result

A cinematic launch film that positioned Melbourne confidently within the adidas City Series. Local in spirit. Global in reach. The project reinforced UP THERE’s role as a cultural voice within the Consortium and showed how disciplined storytelling can elevate a product without losing its soul. The shoe now exists where it belongs. On the street. Worn worldwide.

“Goosebumps material.
I’ve never been to Melbourne, but this got me emotionally.
I have nothing to add.”
- Head of storytelling, adidas