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Taking Basketball Back to Its Roots

As part of the adidas basketball reset, we helped launch the short film Remember the Why and their new Chapter 1 apparel line by creating a series of brand retail activations throughout LA and New York that celebrated the original love of the game living inside every basketball fan.

Aligning with the brand’s desire to strip down the noise that surrounds the sport and focus on the origins of basketball, our approach was to create a minimalist experience within a busy retail space where fans could reflect on why the game matters to them. They were also invited to bring their Why to life through multiple customization experiences, which doubled as triggers to drive product sell through.

From surreal dunk contests and the co-creation of a Remember the Why art installation to the soulful vibes coming from DJs spinning OG wax, our multi-city activations kicked off adidas’s basketball reset in an unforgettable way.