The Objective: Authenticity
At the 2020 NBA All-Star Game in Chicago, adidas wanted to authentically connect with fans and consumers who not only enjoy the game of basketball but the lifestyle surrounding it.
Idea: Change Is A Team Sport
Our concept aimed at disrupting the typical store model by removing product and increasing brand storytelling that mashed up sport and culture. Messaging focused on Change Is A Team Sport (a global adidas platform) localized to the Chicago market to engage and empower the local community to make an impact through the power of basketball and the arts.
How It Came To Life
Experiences took over entire adidas stores across Chicago. Key moments around the brand, athletes, and entertainers showed a unique connection to basketball and the city of Chicago. Fans had opportunities to interact with celebrities and money was raised for city youth initiatives. The 50th anniversary of the adidas Superstar shoe was also celebrated.
Role:
Creative Direction
Partners:
Creative Team / Ezra Dahl, Robb McNeill, Beth Ng, Joey Perry, Ali Weber, Todd Mueller, Lauren Sayler