Y-3 NOCI launch

ROLE: GLOBAL PR AND INFLUENCER LEAD AT ADIDAS

Y-3 NOCI 0003 PROMO VIDEO

Overview

I led the global PR and influencer strategy for the launch of Y-3 NOCI 0003, a limited-edition futuristic silhouette unveiled during Paris Fashion Week: Men’s. The objective was to generate immediate cultural heat while reinforcing Y-3’s position as a pioneer in experimental sports fashion—bridging runway, product innovation and consumer access.

The launch marked a strategic shift in how Y-3 delivered fashion moments to market, combining experimental creative, influencer seeding and earned-first storytelling at global scale.

Strategic Approach

Following my recommendation to transition Y-3’s event and content production to Broadwick Live, we moved away from traditional fashion week formats in favour of a more culturally resonant, non-conformist approach—aligned with Y-3’s DNA.

For NOCI 0003, I partnered with Broadwick Live and PHIX to develop a highly distinctive release film and imagery, collaborating with ferrofluid artist Alessandro Brighetti. The campaign transformed the first production-ready NOCI sneaker into a magnetised art object immersed in ferrofluid—creating a visually arresting, science-led expression of Y-3’s future-facing identity.

This approach:

Elevated the product beyond a conventional sneaker drop
Created a clear narrative bridge between runway, art, science and street culture
Delivered global PR, influencer and social impact with limited spend

Influencer & Media Strategy

Paris Fashion Week: Men’s influencer seeding programme targeting global fashion, sneaker and culture leaders
Priority focus on high-impact tastemakers rather than volume gifting
Coordinated global PR support across key markets to ensure message consistency and earned amplification

Influencers included Winnie Harlow, Neelam Gill, Luka Sabbat, Michal Pudelka, YungJun Koo, Cali Dewitt and others—attending the show, wearing NOCI 0003 and posting organically across social channels.

Results & Impact

Earned coverage across 8 global markets
Placement in priority titles including Vogue, WWD, Hypebeast, Hypebae, Highsnobiety and Esquire
Strong influencer engagement and organic social amplification from seeded talent
Positive qualitative feedback from media, influencers and buyers

The broader shift in event and content strategy delivered:

€500k released back into the brand for additional content and engagement
The most positive buyer response in over a decade
Record post-show media sample requests
100% positive media sentiment

Notably, Yohji Yamamoto described the show as “the best we have done in over a decade.”

Strategic Impact

The Y-3 NOCI 0003 launch demonstrated how creative experimentation, influencer credibility and earned-first PR can outperform traditional fashion launch models. It reinforced Y-3’s leadership in futuristic sports fashion while creating a repeatable framework for high-impact, culturally driven product drops aligned to runway moments.

GIFTING PACK

INFLUENCER FEEDBACK ON NOCI 0003 GIFTING

Gosha Rubchinskiy, Designer, loved the seeding pack so much he told Rick Owens, who asked for one too!
Michal Pudelka, Photographer, “They’re absolutely amazing!!”
Yungjun Koo, Photographer/Influencer, “I need to get those shoes!!”
Graham Rounthwaite, Creative Director, i-D ‘The NOCI 0003 arrived!!! Very kind, thanks so much! Walk like YOHJI!”

MEDIA COVERAGE HIGHLIGHTS & SUMMARY

70 pieces of NOCI and NOCI 00003 specific collated media coverage
Combined circulation/reach of over 455,446,688
PR support in 6 markets and coverage in 8 markets
Target titles secured, including VOGUE, WWD, HYPEBEAST, HYPEBAE, High Snobiety and Esquire
Coverage secured in specialist sneaker titles
Inclusion of key messaging and positive sentiment throughout coverage