YEEZY: LEMONADE STANDS
REINVENTING THE POP UP SHOP WITH KANYE
On Friday, March 22nd, adidas partnered with families across America to create homemade pop-up “Yeezy Stands.” Each stand was stocked with limited pairs of the unreleased Yeezy Boost 700 V2.
All proceeds from sales were donated directly to the National Alliance on Mental Illness (NAMI),the nation’s largest grassroots mental health organization dedicated to building better lives for the millions of Americans affected by mental illness.
The Yeezy Stand campaign was rooted in family, community and love. Tapping families across the Midwest to build, promote and celebrate their handmade Yeezy Stands, and the internet couldn’t get enough of it.
Showing The Howard family in South Dakota doing the same activity as The West family in Calabasas felt fresh, fun and humanizing. Our partnership with NAMI (National Alliance on Mental Illness) allowed all proceeds from Lemonade Stands to donate to a cause that was close to Ye.
“KANYE WEST AND FAM SET UP YEEZY LEMONADE STAND FOR CHARITY”
“KANYE WEST & FAMILY JUST HOSTED POP-UP YEEZY LEMONADE STANDS”
"KANYE WEST AND ADIDAS STOCK LEMONADE STANDS WITH YEEZYS"
BRAND STRATEGY / CREATIVE CONCEPT / CONTENT CREATION / FILM PRODUCTION / PROJECT MANAGEMENT / VISUAL PRODUCTION
Creative Agency: KAMP
Photography: Ray Polanco Jr