WINNER : HXOUSE x ADIDAS CREATIVE PROJECT MANAGEMENT PROGRAM
SERVICES : RETAIL ACTIVATION, INSTALLATION, INTERIOR DESIGN
YEAR : 2022 - PRESENT
The HXOUSE x adidas Creative Project Management Program;
a set of workshops focused on giving emerging creatives the skill set
to create multifaceted experiences that brands are looking to deliver.
Tenants of the HXOUSE x adidas Studio will gain access to knowledge and
insights about building these experiences from ideation to production.
In collaboration with the HXOUSE and adidas team, Tenants will have access
to industry leaders and be given the opportunity to collaborate with HXOUSE and
adidas on a series of activations.
Two iconic shoes designed for the courts which revolutionized basketball, and transitioned to the
street to revolutionize the world. But how do they
revolutionize the future?
Where we landed was the originals. The ones who started the journey. Athletes like Muhammad Ali. Billie Jean King. Kareem Abdul Jabbar. In a time when the countercultures of the world had become mainstream, athletics was changing. It was the time of the activist athlete. Kids began putting away their floral shirts, as a thing of the past donning Beckenbauer tracksuits and Superstars as an act of rebellion. They could take some of that attitude psychologically and wear the armour. The Three Stripes meant more than only athletics. It was rebellion.
Adidas has been part of major changes in subculture for more than 30 years, from hip hop, to punk and heavy metal, to electronic music, to high fashion. In taking chances on rebel artforms, it became an identifier of the times. Adidas became the first streetwear brand.
We are now a new time, similiar in turbulence. Political strife, economic uncertainty, technological superiority. Yet such times are rife with creative energy. We must therefore embrace the coming counterculture, help redefine creativity, challenge complacency, to inspire community and the cultural metamorphisis.
But We Should Also Remember...
We Just Made The Shoes.
You Make The Culture.
REFERENCE GUIDE & PRESENTATION :
ASSETS FOR FINAL PRODUCTION :
We proposed a multimedia experience combining Web3 expansion in to retail, and an augmented reality mirror connected to AdiClub and Adidas’s social media prescence. In addition, we developed a marketing campaign through various social media platforms as well as physical marketing in the 501 Queen St. Streetcar shelters of Toronto, and important identifier of the city, and the intersection where its infamous Grafitti Alley resides. We utilized chrome to establish the concept of “YOU,” functioning as mirror to remind passers by of their potential. The amalgamation of the traditional aspects of counterculture, embraced with new technology and a sleek aesthetic, was established as an archetype for the future, and the endless creative possibilities of the community.