ADIDAS: 747 WAREHOUSE ST.adidas
:
Go Back
ADIDAS: 747 WAREHOUSE ST.

ADIDAS: 747 WAREHOUSE ST.

AN UNPRECEDENTED TWO-DAY FESTIVAL BLURRING THE LINE BETWEEN BASKETBALL AND CULTURE

747_upres_hero.jpg
747_Header_Black_Resized.png


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.

Progress: NaN%
Current Time 0:00
/
Duration Time 0:00

"An All-Star Event in L.A. Illustrates the Next Level of Consumer Engagement"
-Architectural Digest

1/3

WAREHOUSE EXPERIENCE

1/4

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.

KG_DSC_9415.jpg
KG_474A1113.jpg

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.

1_KG-3375.jpg
1/3

#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_KG_DSC_9745.jpg
3_KG_474A6376.jpg

2
Days

19
PERFORMANCES

20K+
TOTAL ATTENDEES

159M
SOCIAL REACH

2.2B
IMPRESSIONS

24K+
LIVESTREAMS

400+
PRESS ARTICLES

100%
INCREASE IN LA SALES

1 / 8

CLIO AWARDS BRONZE WINNER:
FASHION + BEAUTY MARKETING BRONZE WINNER

AME AWARDS SILVER MEDALLION:
EVENTS

AME AWARDS SILVER MEDALLION:
CREATIVE US OF TECHNOLOGY

ADWEEK EXPERIENTIAL AWARD:
BEST USE OF COMMERCE

1 / 4

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