Make adidas hoops the hottest, most visible brand on social during 2017 All-Star Weekend.
When it comes to brand relevant tweets, Nike outperforms adidas 2:1 on a daily basis. AND, that jumps to 10:1 during All-Star Weekend. To further complicate our objective, adidas only had 1 NBA All-Star starter and a handful of other young, unproven athletes participating in other events throughout the weekend.
adidas Hoops Collective
Over 3 days, the adidas Hoops Collective turned an empty warehouse in downtown New Orleans into a living, breathing art gallery. Comprised of the country’s finest street artists, the Collective collaborated with adidas athletes to document the events of the 2017 NBA All-Star Weekend in real-time via murals, comic strips, illustrations and customized kicks. Fans could watch the action unfold and influence the art created to celebrate the sports moments via social. Our creativity even made its way to the ultimate stage — the All-Star game itself — as James Harden opted to wear sneakers customized by the adidas Hoops Collective.
Amidst all the hype of NBA All-Star Weekend, fans at home can feel left out. So we made sure fans at home had an inclusive All-Star experience with a creative twist. Fans were engaged on social and given opportunities to impact the art being created by our team of artists and adidas All-Star athletes.
100+ original pieces of social content created over 3 day activation
adidas closed the gap with nike from 10:1 to 3:1 with way less media $$$
Creative Direction, Art Direction, Design
Creative Team / Pat McCaren, Keith Kunis and Half Court Studios (Ben and Katie Sellon, James Heredia)
Artists / Will Bryant, Eddie Perrote, Gold Van, Nathan McKee, Hisham Bharoocha, Jesse Auersalo
Photographer / Ben Sellon
Videographer + Editor / James Heredia