adidas
Harden – Vol 1
Creative Director / Lead Environmental Designer
Overview:
To launch Harden Vol.1 in NYC, adidas partnered with SET to design and execute a disruptive experience at Foot Locker’s NYC33. The space was coined the #GlitchCourt, a physical manifestation of the Harden ethos and story. The Harden Vol.1 design language was brought to life in an exclusive experience where players can create a basketball highlight video called a HypeReel. Athletes were outfitted with Vol.1 apparel and let loose to show-off their most disruptive moves. After several sessions player videos emerged across Instagram, Twitter and Snapchat. The #GlitchCourt became a beacon for hype, driving engagement and sales to launch the franchise.
Content Creation:
SET equipped Foot Locker with the visual content to tease the space and hype the launch of #HardenVol.1. Athletes were captured on the #GlitchCourt with a series of HD cameras, giving them their Harden moment. This content was edited to put each athlete inside the world of Harden. The video content was then delivered via mobile. The result was an explosion of shareable videos on Instagram, Twitter and Snapchat. A cohesive story came to life from Foot Locker, adidas and the participants,influencing NYC and beyond.
Community Reach:
Beyond metrics, the #GlitchCourt enabled adidas to reach beyond heroes and make a deep and powerful impact with the heart of this audience. The kids. Players were invited from all over NYC to come to Manhattan, take the court, geared up and camera ready, in front of their friends and families. They were able to showcase their style in an environment that put them in the spotlight. Some teens came as strangers and some as teammates but they stormed the court together, feeling empowered and uplifted. The energetic atmosphere and the hype from Emcees prompted creativity and sparked camaraderie. It created a real and deep connection to the brand, to their community, and to their city. This is work that matters.
Digital Strategy:
Utilizing Foot Locker’s own digital channels and partnering with key media
The Space
The Event
