For season 2 of adidas originals
x alexander wang,

we launched the collection inspired by cycling and rave cultures, by celebrating the only community that brings them together: New York City dealers, peddling their illegal goods.

First, we developed a chatbot to act as an anonymous dealer. Over text, consumers could order product and set up delivery, all through their phones. With no lines, no stores, no product, the fashion drop was reinvented — again.