adidas created the AM4MLS sneaker to highlight their speedfactory concept which leveraged innovation through Atlanta creators for the MLS All-Star game, which was held in the same city. Adidas partnered with creators Darlington Nagbe, Rich the Kid, and Travis Love to design the sneaker.
To communicate the inspiration behind the product to fans and consumers, adidas worked with Blue Bite to embed an NFC chip with an exclusive digital experience. The experience included: the story behind the sneaker, a unique product identifier, bios of each creator involved, a form to register for adidas information and events, and links to adidas's various social platforms. One of the most unique elements of the experience was a Spotify playlist curated by Rich The Kid. So, not only did users get to rock an RTK-designed sneaker, they also got to go behind-the-scenes on what he's listening to.