Billie Jean King, wielding her iconic blue adidas, didn’t just win the 1973 Battle of the Sexes; she shook the male-dominated sports establishment to its core. For the 45th anniversary, adidas could have simply re-released her legendary shoe. But Billie Jean King isn’t about playing it safe. She’s about changing the game.
Enter DxD®. Partnering with adidas for the US Open, they created an activation that let fans “BJK their shoes.” Sneakers of all stripes, from Nikes to boat shoes, were transformed live in front of fans through upcycling, injecting King’s pioneering spirit into every stitch. DxD® also crafted the entire campaign branding, incorporating the iconic BJK tag and amplifying the message of reimagining possibilities.
