ADIDAS X JAMES HARDEN
“VOL. 1” SHOE LAUNCH ACTIVATION
CHALLENGE
James Harden celebrated the launch of his first sneaker, the Harden Vol. 1, with an exclusive early release party in October of 2016. We had the privilege of being an integral part in the production of the first launch event in Houston, TX. Our agency produced the activation design, art directed the digital visual effects, and designed the limited edition shoe packaging for the influencers in attendance.
APPROACH
We strategically incorporated high-end LED lighting & enterprise-level projection to use as primary lighting for the space. Additionally, we designed the digital media to have sporadic and consistent burst of light to give the space the feel of a pulsing nightclub, but with the elements of a sports & entertainment venue.
This overall created an effect of consistent high energy throughout the night by design.
RESULTS
The activation drew over 200 guests (130 within the media industry & 12 nationally recognized celebrities) and garnered a lot of media attention locally and nationally. Cultural juggernauts Complex and KicksOnFire both acclaimed the event to be one of the best shoe launches they have ever seen.
