adidas Originals by Alexander Wang

Season 06 — FW2019

The Last Hack

Bots have taken the fun out of streetwear. buying any drop is impossible. With every release gone in seconds, people have stopped logging in to try their luck. While some brands have tried to use technology to fight bots, the automated shoppers continue to win. 

instead of outsmarting them online, we took bots offline at The Last Hack—an immersive, one-night-only experience at one of New York City’s most exclusive venues, the Brooklyn Museum. In celebration of a collection inspired by hackers, we hacked the culture of buying coveted fashion drops by gamifying Alexander Wang’s biggest fans.

After the first hacker team won, people were challenged to fight for the holiest of grails—out of stock pieces from past seasons of adidas Originals by Alexander Wang.

Instead of taking over an ecommerce store, our bots took over rooms full of deadstock, grabbing as much of it as possible in 15 seconds while Alexander Wang and Ilana Glazer cheered them on.

In the end, consumers went home with bags full of the sought-after, coveted pieces of adidas Originals by Alexander Wang bots stole from them for years without spending a dime. A joyful night full of revenge, taken against the enemy who stopped fans from buying the clothes in the first place.