adidas Basketball
2024All-Star Weekend Hub
Brand Experience
At the epicenter of basketball culture, adidas wanted a to create central hub to celebrate the brand’s deep basketball roots while showcasing their innovations that are shaping the future of the game. We brought together athletes, VIPs, and industry insiders to celebrate the spirit of hoops, while giving guests a first look at whats next for adidas basketball.
THE IDEA
We transformed a historic Indianapolis building into a celebration of Indiana basketball’s authentic roots, celebrating the game’s rise from backyard courts to the hardwood.
The space became a gathering place for athletes, media and fans, mixing hospitality with immersive storytelling. A blend of galleristic product displays, interactive storytelling and live events amplified adidas’ presence at the center of basketball’s biggest weekend.
To showcase adidas’ legacy of disruption we created a centerpiece lightbox table with a curated selection of iconic basketball footwear milestones from past to present.
IMPACT
The activation elevated adidas’ presence at All-Star Weekend, driving massive cultural and media coverage.
526 articles across top-tier media outlets
256 Social impressions
1.5B impressions on adidas.com
As Senior Art Director, I played a central roll in shaping the creative concept and spatial design of the experience for adidas’ All-Star Weekend presence. I directed environmental design, brand storytelling, and visual identity, from the “Backyard of Basketball” installation to the product displays and centerpiece lightbox table. I oversaw graphic design throughout every touchpoint ensuring connectivity to adidas’ heritage with its future, delivering an experience that became an impactful moment for adidas during NBA All-Star Weekend.
Agency: Kamp Grizzly
Senior Art Director: Peter Bowhan
Executive Creative Director: Yogi Hakim
Creative Director: Tom O’Toole
Designers: Tobias Lee, Taylor Partee
Spatial Designers: James Snowbarger, Mo Diaz
Producers: Persis Koch, Eric Mygrant, Jeremy Schneier
Production coordinators: Raina Page, Zi Zabelario
Project Manager: Tamara Miles
Photography: Kyle Hannon, Zach Lewis
Senior Art Director: Peter Bowhan
Executive Creative Director: Yogi Hakim
Creative Director: Tom O’Toole
Designers: Tobias Lee, Taylor Partee
Spatial Designers: James Snowbarger, Mo Diaz
Producers: Persis Koch, Eric Mygrant, Jeremy Schneier
Production coordinators: Raina Page, Zi Zabelario
Project Manager: Tamara Miles
Photography: Kyle Hannon, Zach Lewis