To help relaunch the adidas Originals EQT we activated in New York and Los Angeles with a multifaceted retail and event execution. Inspired by the history of EQT's original launch in the 90's we created robust storytelling build outs at UNDFTD and Concepts, and activated at the NYC 33 space for FootAction over the course of three days.
The FootAction activations kicked off Thursday night with an influencer event featuring DJ Kitty Cash, Biz Markie and The Flatbush Zombies. On Friday we gave a nod to the 90’s and took over the space with a pop-up arcade. On Saturday we hosted a styling and photography session with Corey Stokes and Visuals By Pierre for local NYC consumers, kitting them out in the latest EQT gear and sending them into the city for a one of a kind experience.
Out in LA we threw an epic house party in an empty downtown firehouse with UNDFTD and Originals with performances by MadeInYo and MetroBoomin.