adidas teamed up with Billie Jean King to reassert women's place in sport and communicate that the foundation laid by King decades ago is still possible. It is part of their broader "Here to Create" campaign. To get this idea across to audiences, adidas partnered with Blue Bite to embed their limited edition AM4BJK sneakers with a digital experience, accessed through a NFC chip. The experience included: information on the mission and inspiration behind the project, the unique identity of each individual sneaker, the ability to register for adidas events and content, an exclusive feature video of Billy Jean King and direct links to adidas's social accounts. The experience was embedded in all 550 pairs of the limited release sneakers.