ADIDAS “ADIMOJI” NATIONAL CHAMPIONSHIP ACTIVATION
In 2018, adidas launched it’s second annual National Championship event in Los Angeles, CA to activate it’s largest retail footwear concept with the “Adimoji” pack.
My role was project management and helping with event activation to ensure a first-class experience for the most talented football players in the country.
Every choice we made was with the “Adimoji” pack in mind - every detail was scrutinized with our external agency to ensure that our target consumer was seeing our concept loud and clear and pushed to the point of purchase after the event.
I managed NFL talent relations, working with Snoop Dogg and other influencers, strategized with our content creators, and helped ensure a VIP experience for our teams and athletes.
Authenticate Through Sport.
While this event’s focus was ensuring that we got our “Adimoji” pack out in front of our target consumer, we wanted to make sure we had a top-tier tournament for our team’s from around the country.
The event lasted for two full days with the Championship ending in a matchup between two teams from Florida and Texas. We delivered a best in class tournament over the weekend and stamped a footprint on the space with every team around the country clamoring for a future invite to the adidas “National Championship” event.
IMPACT
100% sell-thru of “Adimoji” pack
#1 off-season event in the industry