To put an exclamation point on the release of James Harden's first shoe (Volume 1) we produced a beast of a campaign in partnership with creative agency Happylucky. Our scope included a very close, real-time partnership with adidas and Happylucky as a massive experiential program came together in a matter of weeks. We undertook a series of 9 linked activations in Los Angeles, New York, and Atlanta. Starting with a first drop on Black Friday, the coordinated launch culminated two weeks later with simultaneous events in each market.
These launch parties included musical performances by DJ Mustard, Jeezy, and DJ Esco, and a full basketball tournament in Atlanta. Guests also enjoyed custom T-shirt printing, food carts, product giveaways, and more. Most notably, we partnered with an emerging artist in each city that created custom artwork celebrating Harden’s likeness. This art was displayed at each event, as well as wheatpasted through each city leading up the event.
We brought high school athletes, influencers, artists, musicians, vendors, and everyday people together to celebrate creator culture. Video and photo content told the story along the way as we created hundreds of deliverables to hype the events and document the creation of the art works, the tournament, and the launches. The result of our production effort was a series of social content, recap videos, and real-life experiences that embodied this MVP’s unique style and enthusiasm for the game.