March 2018 marked the launch of adidas Originals DEERUPT at Foot Locker stores across Europe and online. JAMJAM teamed up with the brand to bring the experience to life, both on- and offline. The launch kicked off with a 4 day event in Milan, Italy, where influencers and consumers were invited to Enter the Grid.
At the launch, invitees received a coded wristband to unlock a map with a secret location, leading them to a party with local artists. Aside from partying, guests also had a chance to win a pair of trainers and interact with a hologram version of themselves and the product — resulting in lots of organically-created social media content.
Client: adidas Originals
Agency: JAMJAM
Production Company: Your Majesty
Role: Creative Art Director