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ADIDAS: 747 WAREHOUSE ST.
AN UNPRECEDENTED TWO-DAY FESTIVAL BLURRING THE LINE BETWEEN BASKETBALL AND CULTURE
In February of 2018, 18,000 attendees gathered for a moment in adidas history: 747 Warehouse St., a 2-day sport and culture festival for All-Star Weekend.
Historically, All-Star Weekend has catered to industry insiders, keeping out the people who genuinely love the game and the culture with high ticket prices and VIP guest lists. 747 Warehouse St. sought to democratize All-Star Weekend, creating a first-of-its-kind brand experience that embraced the community and provided multiple touchpoints to create alongside the brand.
We lead the charge in crafting this moment, bringing together the best of basketball, music, and sneaker culture.
"An All-Star Event in L.A. Illustrates the Next Level of Consumer Engagement"
-Architectural Digest
WAREHOUSE EXPERIENCE
An interconnected series of immersive brand experiences provided an exclusive look behind the scenes of adidas innovation. Guests made appointments for a guided warehouse tour of adidas’ most innovative product and rich brand history, a work in progress fostering a two-way conversation between adidas and creators.
RFID COMMERCE SYSTEM
An innovative RFID commerce system was employed to allow guests to enter shoe raffles without interrupting various experiences. With over 94,000 raffle entry scans and close to $1M in sales, the custom 747 Warehouse St RFID raffle-to-purchase program made for a seamless commerce experience for guests to access the 14 exclusive drops throughout the event. Guests scanned their event wristbands at beacons placed throughout brand installations for the chance to purchase rare 747 products. SMS notifications were then sent out to raffle winners and directed to cash out at designated kiosks. Love the shoe, swipe the beacon, win the raffle, purchase the product.
LOT ACTIVATIONS
360 Programming allowed attendees to interact with the culture’s most influential artists and musicians.
747 COURTS
A head-to-head basketball showdown between Team Snoop and Team 2 Chainz dominated the Pharrell Human Race court, while pickup games and dunk contests took over auxiliary courts with cameos from elite athletes and celebrities.
#TLKS & WORKSHOPS
Icons of culture discussed their process at #TLKS, open-source music and design workshops were lead by adidas Soundlabs and top footwear designers.
MAINSTAGE
A lineup of the most exciting acts in music stole the night with exceptional closing performances by Kanye West and Childish Gambino.
2
Days
19
PERFORMANCES
20K+
TOTAL ATTENDEES
159M
SOCIAL REACH
2.2B
IMPRESSIONS
24K+
LIVESTREAMS
400+
PRESS ARTICLES
100%
INCREASE IN LA SALES
CLIO AWARDS BRONZE WINNER:
FASHION + BEAUTY MARKETING BRONZE WINNER
AME AWARDS SILVER MEDALLION:
EVENTS
AME AWARDS SILVER MEDALLION:
CREATIVE USE OF TECHNOLOGY
ADWEEK EXPERIENTIAL AWARD:
BEST USE OF COMMERCE
BRAND STRATEGY / SOCIAL PROGRAMMING / COMMS STRATEGY / EVENT CREATIVE / ART DIRECTION / SPATIAL DESIGN / 3D MOTION / GRAPHIC DESIGN / EVENT PRODUCTION / CONTENT PRODUCTION / INFLUENCER MARKETING / DIGITAL STRATEGY
Creative Agency: KAMP
Production: KAMP
Set Design: Stefan Beckman Studio
Set Construction: Matt Pomerantz, Jet Sets
February 2018
