adidas Originals:
Expo'17 at Complexcon

On November 4 and 5, 2017 at the Long Beach Convention Center, Kamp helped adidas Originals achieve their goal of becoming the most anticipated and talked about brand at ComplexCon.

Described as “The Internet in Real Life,” ComplexCon is ground zero for sneaker heads and hypebeasts. With a backdrop of pop-up shops, hype drops and disruptive experiences from the world’s hottest brands, ComplexCon played host to performances, panels and appearances from the likes of Pharrell and N*E*R*D*, Andre 3000, Young Thug, DRAM, M.I.A and more.

To cement adidas Originals as the most anticipated and talked about brand at ComplexCon, we created Expo’17: a crated universe of rarities and exclusives, putting the brand’s iconic DNA on display through a work-in-progress lens.

Far more than a typical trade show booth, Expo’17 was an immersive walk-through of consumer experiences featuring exclusive product on display and for sale, sneaker drops, hype moments, curated archives, celebrity appearances and many surprises.

The Expo’s main attractions, in order of the designed walk-through, consisted of:

  • Archive Oddities: NMD and EQT prototypes and an exclusive NMD inspired Nixon watch.
  • N*E*R*D* Exhibit: An audio-visual experience and collection display.
  • Expo’17 Display: Exclusive adidas Expo Apparel.
  • Y-3 Display: Yohji Yamamoto x adidas apparel and an exclusive preview of the spring-summer-18’ collection.
  • Adicolor x Have A Good Time Booth: a curated display of toys and first-time collaboration collection with Japanese brand/shop, Have A Good Time.
  • Pusha T’s King’s Bodega: A booth showcasing curated corner store items where Pusha showed to up to interact with consumers who purchased his shoe.
  • adidas Rarities and Archives: A collection of sneakers curated by VP of Entertainment Marketing Jon Wexler and adidas Originals Creative Director Nic Galway.

The experience didn't stop at the edges of our main experience. To disrupt the activity outside our booth, we placed nine custom adidas x Pintrill gumball vending machines throughout the convention floor. Consumers who acquired these very rare tokens at the adidas or PinTrill booth sought out the gumball machines for a chance to win ComplexCon exclusive pins, free pairs of shoes, or 1-of-5 14k gold diamond encrusted Trefoil pins. But that's not all.

On Saturday, November 4th we added 250 Golden Raffle tickets into the machines. Consumers lucky enough to obtain one were invited to the Expo’17 Raffle of Rarities and Exclusives that took place at 6pm - a first of its kind.

300 invitees packed the booth and were given custom paddles with a unique code printed on it. Playing in a space between auction and raffle the paddles served as the raffle ticket for the upcoming lots.

YouTube's biggest Hypebeast, Qias Omar, emceed the event, creating even more hype and anticipation. Everyone was instructed to raise all their paddles and using a lottery ball machine, one number would be drawn at a time. After each number was announced, anyone without that corresponding number in succession, lowered their paddle. Each time, paddles dwindled until the third number was announced and the winning attendee remained raised. With each final announcement, the crowd roared. Then onto the next coveted item. 

It was the first time anything like this was done in the industry and it was clear that it was a huge hit. Winners obviously loved it, but even those who didn’t win, felt like they were a part of something truly special.

N*E*R*D*, Pusha T, Have A Good Time, Alexander Wang, Nigo, A$AP Ferg, Desiigner, Travis Barker, DRAM, Chad OchoCinco, DMC and more, all came by throughout the weekend. Some were scheduled and spoke to the consumers and others came by to revel in the experience that was, Expo’17.

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