adidas: Unleashed

7-on-7 Football in LA

This summer, Kamp will help deliver on one of adidas’ biggest brand initiatives: to change the lives of athletes and the entire world of sport through creativity. 

Together we will engage thousands of elite high school athletes across multiple cities throughout the country, through a series of immersive activations across five different sports: football, volleyball, basketball, baseball and soccer. By removing boundaries and injecting creativity into these sports, we will inspire the future and unleash their full potential. 

On July 12, 2017 we hosted the first part of the multi-dimensional Unleashed campaign: adidas Unleashed at a 7-on-7 tournament in Los Angeles. Top high school football athletes gathered at Cathedral High School to compete and push their physical, as well as their creative limits and personalities. It was not about cranking out more players, but about inspiring the next generation of creators. 

The high school football field was split into three main areas: Field of Play, Player’s Lounge and the 7-on-7 Field.

The field of play housed a Fast Feet speed drill, designed to creatively elevate the typical routines players are used to. Former NFL player Tevin Allen acted acted as the coach, as players hurdled through the course that featured new spins on fast feet, lateral agility and power sprints, all finishing with a big catch in front of a bullet-time 360 camera. 

The custom designed 2-story Player's Lounge contained a t-shirt customization station, product display walls, a behind-the-curtain product reveal vault, gaming area, hydration station, barbershop, and a rooftop lounge with a DJ Booth that provided the soundtrack for the experience.

The tournament itself took place on the 7-on-7 field where the teams competed and were surprised by Snoop Dogg and NFL stars Von Miller, Deandre Hopkins and Jimmy Graham.

The rest of the Unleashed events are as follows:

  • adidas Volleyball High Performance Championship – Ft. Lauderdale, FL (July 18-22)
  • adidas Basketball LVL3 – Las Vegas, NV (July 27-28)
  • adidas Elite Soccer Program (ESP) – Chicago, IL (July 30 - Aug. 2)
  • adidas Baseball East Coast Pro Showcase – Tampa, FL (July 31-Aug. 3)