On December 1, 2016, adidas opened its NYC flagship on Fifth Ave, one of the busiest shopping streets in the world. In preparation, Kamp was asked to help build awareness and anticipation for the grand opening.
At the intersection of sport and culture, the brand and its brand-new stadium-inspired retail location was positioned as the future of sport on a global scale. To create anticipation for the grand opening, a series of unique experiences were created for athletes and creators throughout the city that spread awareness and helped cement the brand's positioning.
An interactive digital soccer game in Dumbo Archway, Y7 Yoga in Church St Boxing Gym with a live performance and a Fast Feet Arcade at Cardinal Hayes High School delivered unique experiences. The content and people that took part helped put word out about the store; throughout the city, across the country and around the world.
On the evening prior to the grand opening a VIP preview was hosted. Select influencers, media, friends and family were invited to be the first to enter the state-of-the-art space. Notable attendees included Karlie Kloss and DJ Esco (The coolest DJ in the world).
December 1, 9 am, the doors opened to the public with a lineup of adidas athletes including Derrick Rose, Carlos Correa, David Villa, and DeMarco Murray on hand to greet guests while the Cardinal Hayes High School marching band provided live tunes.
The launch created worldwide awareness for the destination store which created unprecedented retail numbers in it’s opening days and weeks.