Towards the beginning of the White Space Project, Adidas needed a place to serve as a landing page for all of the images, videos, gifs, etc. people were sending in. After launching the design, it quickly became popular and even described as a best practice by Tumblr.
A magazine style layout gave the ability to showcase different types of content distinctly
The hover state served as a way to quickly access more information or share
Simple drop downs contained all the additional info you needed
Highlight pages could tie in product linking directly back to the store