The emergence of Joel Embiid and Kristaps Porzingis as first-time All-Stars, combined with MVP front-runner James Harden, established All-Stars Damian Lillard and Kyle Lowry and a reunion with John Wall, set adidas up for a powerful on-court presence in Los Angeles.
However, what makes adidas unique across the industry is that their brand narrative extends well beyond the arena and NBA All-Star Weekend was a textbook case study.
The brand’s monumental statement with the launch of the massive 10,000-person capacity 747 Warehouse St. experience confirmed their reign as the only brand authentically fusing sport and culture.
For two days, during one of the sports calendar’s busiest weekends, adidas delivered consumers unique basketball, music, technology, design and art experiences rooted in creativity and innovation, while showcasing their future Los Angeles office in the ROW DTLA area of Downtown.
While other brands hosted pop-up shops, product seeding or parties around Los Angeles, 747 Warehouse St. broke through the corporate clutter of All-Star Weekend feeling more like adidas’ interpretation of Woodstock or Lollapalooza versus a traditional brand event.
Beyond visits from adidas’ robust athlete roster, fans were treated to constant live music performances from an unprecedented lineup including N.E.R.D., Childish Gambino, Kid Cudi, Lil Uzi Vert, 21 Savage, French Montana, Pusha-T and Playboi Carti, among many others.
The festival was undoubtedly highlighted by a special surprise Saturday night appearance from Kanye West – who after touring 747 Warehouse St. and visiting the interactive Brooklyn Creator Farm pop-up – introduced Kid Cudi on stage and joined him for a rare performance of “Father Stretch My Hands Pt. 1” that exploded on social media.
Further enhancing the consumer experience throughout the weekend, adidas hosted industry speaker panels, a music recording studio, product customizations, exclusive product launches and three distinct themes: an evaluation of performance in the Test Center, building the future of footwear on the Production Line, and driving culture and creation in the Engine Room.
Fans also had access to the brand’s most hyped sneakers – only available at 747 Warehouse St. via an innovative RFID raffle system – including exclusive releases of Harden Vol.2, Dame 4 BAPE, FUTURECRAFT 4D, SPEEDFACTORY, Y-3, and exclusive adidas Originals styles such as BYW (BOOST You Wear), and new models from the brand’s collaboration with Alexander Wang.
One of the largest spectacles of the weekend was Snoop Dogg’s celebrity game featuring the Southern California native’s West Coast roster versus 2 Chainz’s East Coat squad of hip-hop artists. Snoop’s winning team featured David Banner and Chris Brown while 2 Chainz drafted Trinidad James and Wale. The Pharrell Williams-designed “Hu Court” was standing room only with Michael Rapaport and Fat Joe serving as on-court commentators and even Nike-sponsored Odell Beckham Jr. made an appearance to check out the action.
The overall scale of 747 Warehouse St., combined with the precise fusion of sport; music, culture, and creativity established a new bar for brand experiences. This was not merely an NBA All-Star activation, but truly a basketball culture festival, further cementing adidas’ unique footprint in Los Angeles and across the sports and culture landscape.
Team LeBron may have won the NBA All-Star Game on the court, but Team adidas captured the hearts and minds of the sports and culture world with 747 Warehouse St.