Industry Innovators 2023: Adidas

"Industry Innovators 2023: 10 Brands Redefining Event Marketing" is sponsored by Gladiator Productions, a new kind of production company igniting magic in the arena of live events, entertainment, and experience. We consistently partner with our clients by providing high-touch service through every step of the production process. 

The Basics: In an effort to reach younger consumers, the sportswear brand has embraced emerging technologies like NFTs and the metaverse, despite the fact that others may have already bailed on the trend. By collaborating with tech partners and creators, Adidas has been building an authentic, credible presence for the Web3 audience. For example, during Decentraland’s second annual Metaverse Fashion Week in March, Adidas hosted a fashion show and an immersive experience where users could try on its Virtual Gear collection, the brand’s digital apparel line for virtual worlds.

Most Innovative Experience: At this year’s Coachella, Adidas teamed up with festival headliner Bad Bunny on the Adidas Campus Experience, an on-site, cube-shaped pop-up that celebrated the pair’s latest sneaker release. The space’s eye-catching exterior boasted 50,000 live florals in 60 different varietals. The installation was made possible by a vertical trellis system that housed the living plants, which were watered via a built-in irrigation system.

Inside the Adidas Campus Experience, a Zen garden-inspired space was blanketed in wood tones and Spanish moss. In a fun touch, a floral chandelier included hanging sneakers.Photo: Courtesy of Corso Marketing GroupInside, a Zen garden-inspired space was blanketed in wood tones and Spanish moss, complete with a floral chandelier with hanging sneakers. The look and feel of the activation was inspired by Bad Bunny’s take on the iconic Adidas Campus sneaker, which sports a mossy green vibe.

Surprise and Delight: As a partner of the FIFA Men’s World Cup, which took place at the end of last year, Adidas used the opportunity to highlight female athletes with a trio of 121- by 95-foot murals carved into the sand on the shores of Doha in Qatar. The portraits, dubbed the “Beach Club Billboard,” spoke to the brand’s commitment to equity for female athletes and also reminded fans there’s “another half” to the sport.

At Art Basel last year, Adidas Originals marked its first-ever collection of virtual wearables with an invite-only event that utilized screens, AR technology, and three distinct rooms to guide guests through the Adidas Web3 universe.Photo: Courtesy of Adidas

As a partner of the FIFA Men’s World Cup, Adidas used the opportunity to highlight female athletes with a trio of murals carved into the sand in Qatar.Photo: Courtesy of Adidas