This campaign from Lifelounge, Melbourne showcases the seemingly impossible sneaker creations of Herr Fritz Träumer - an enigmatic adidas designer who dedicated his lifetime to constructing the world’s most original range of sneakers. Excerpts from Träumer’s detailed private journals plus images of his truly unique sneaker creations are presented in a limited edition book, exclusively available at sneaker retailers around Australia and New Zealand. The campaign is supported by Point-of-sale, viral films and a celebratory exhibition of Träumer’s sculpted ‘dream sneakers’ at Melbourne’s Dakota 501 store. For a campaign overview and exclusive downloads visit

Client: Adidas
Agency: Lifelounge, Melbourne
Dimitri Kalagas, Yolanda Collins, Michael Pham : Designer
Daniel Pollock : Creative Director
David Ponce de Leon : Assoc Creative Director
Dimitri Kalagas : Art Director
Chris Cork : Copywriter


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.