AE1 NBA PLAYOFFS EVENT
Overview
Sneaker drop activation
Pop up retail
Experiential marketing
Sneaker drop activation
Pop up retail
Experiential marketing
Role
Creative Direction
Design Direction
Creative Direction
Design Direction
Client adidas
Agency Happylucky
Agency Happylucky
I worked with experiential agency Happylucky to bring adidas’ “Man Down” digital campaign to life as an IRL experience and sneaker drop event at the NBA Playoffs.
The space is a branded “crime scene” where fans got immersed in discovering evidence behind a crime – the crime being an epic, glass-shattering dunk.
Fans then get the opportunity to recreate this epic dunk themselves as a photomoment they can then share on social.
As a reward for showing up, sneaker heads got early access to the new AE1s.
The response on social and online was huge, with apparel news outlets picking up the story.
Read more at House of Heat >>
