Create an event for journalists that makes the shoe launch unique and shareworthy.
When adidas launches a new shoe, it’s about more than just innovation and style. It’s about capturing the spirit of the athlete – the drive, the personality, the lifestyle. We created an event that informed journalists about the technical aspects of the shoe and then invited them to suit up alongside Derrick Rose himself to test the product. The experience left everyone talking. After all, while doing their job, they’re “sneakerheads” at heart and that’s the side we set out to reach.