Ezhel × Adidas Originals: Istanbul drop hits 8.4M views
Source: Marketing TürkiyeSeptember 20254 min read
Adidas Originals' Istanbul-exclusive capsule collection came to life with Ezhel from the Noya roster as its brand face. The campaign concept, shooting and media distribution were managed end to end by Noya's creative and production teams.
The campaign ran across TikTok, YouTube and out-of-home media. With a total of 8.4 million video views and 240 thousand pieces of user-derived content (UGC), it became one of the year's highest-engagement musician-brand partnerships in its category.
When you establish the cultural fit between brand and artist correctly, the campaign becomes more than an ad; it turns into a cultural moment.