Adidas NMD Launch
To launch the new iconic NMD collection for the Indian audience in a secret party
To throw an experiential party that encapsulates adidas’ and NMD’s ideology as it takes a step above and beyond releasing an archival silhouette outfitted with modern technology.
In order to celebrate the iconic adidas NMD, where the past empowers the future, we threw a futuristic themed party where the location was revealed on the last day.
The idea was to bring out adidas Original’s play in technology through collaborations with visual artists Wolves, who created a live projection mapped history wall to take people through various NMDs over the decades. The key element of the launch was the reveal of the secret venue through just late night texts by key tastemakers who acted as curators of the event.
Post the sneaker reveal & launch, Summer House Cafe turned into a warehouse party with adidas ambassador Zokhuma & local party starters – Paloma, Folic State & Pinnacle. The event also saw various digital led activities to drive consumers to the store and pre book the sneakers + Also jump the line contests for people to go late night shopping for sneakers before the drop happens for the public.