In the summer of 2017, Kamp showcased adidas' commitment to performance, culture and creativity through adidas Unleashed: an innovative platform that interrupted and upgraded the traditional routine of grassroots events, turning athletes into creators.
With the purpose of injecting creativity into sport, we engaged elite high school athletes, across 5 different sports, by creating and producing these immersive activations at existing events throughout the country.
On July 12, 2017 at Cathedral High School in Los Angeles, CA 100 elite athletes came together to play an elevated version of 7v7. Together w/ NFL players Von Miller, Deandre Hopkins, Jimmy Graham and more, they created a new game, and expanded their imaginations in a fast feet drill that had never been done before.
Players hurdled through the elevated fast feet course with lateral agility, power sprints, finishing with a big catch in front of a bullet-time 360 camera.
The 2-story Creators Lounge housed a t-shirt customization station, product display walls, a behind-the-curtain product reveal vault, gaming area, hydration station, barbershop, and a rooftop lounge w/ a DJ Booth to supply the soundtrack for the day.
With coverage ranging from Sportscenter, Bleacher Report, red carpet interview at the Espy's and more, Unleashed LA saw over 10.5M impressions globally.
From July 18-22, 2017 100+ teams gathered at the Broward County Convention Center in Fort Lauderdale, FL to compete in one of USA Volleyball’s flagship events.
adidas Unleashed disrupted the HP Championships by creating a space that allowed the athletes to insert creativity into the game through custom artwork on the championship courts, a first for USA Volleyball.
The adidas athletes were invited back to the arena to find the space completely transformed into blacklight volleyball. Athletes truly became creators in an environment full of self expression.
Every summer adidas hosts the Uprising Summer Championship: a grassroots basketball invitational for top high school athletes in Las Vegas, NV.
On July 27 and 28, 2017, to coincide w/ Uprising, we hosted LVL3. It has become THE premiere grassroots basketball event of the summer. For the second year in a row we helped position the brand as the most authentic brand for the basketball creator.
On August 1-4, 2017 200 of the best high school baseball players gathered at Steinbrenner Field in Tampa, FL for East Coast Pro. ECP was designed to be a place where prospective players go to be evaluated and educated by MLB scouts about the opportunity to play professional baseball.
The goal of Unleashed was to break the mold of formality of ECP by opening up the player’s imagination, allowing each athlete to express their own style of baseball.
To do so we invited the players to the historic The Rialto Theatre, which we transformed into an activation experience that had never been supplied to the baseball community. Inside the theatre, a baseball diamond was built to house the first ever wiffle ball home run derby at ECP. The athletes also tested their speed and creativity running alongside the fastest camera robot in the world, The BOLT Cinebot, for epic content capture immediately sent to their phones.
Bleacher Report’s coverage garnered 8.5M impressions through Instagram alone with a 52% retention rate.
Each summer 2 future soccer stars are chosen from each MLS sponsored club team to compete for 4 days at the adidas Elite Soccer Program in Chicago, IL.
From July 30th-August 2, 2017 the top 50 US High School players gathered in the Windy City to show their true creativity in an open field concept with all the tools needed to express their individual style on the field.
adidas Unleashed at ESP included appearances by MLS stars, a 7v7 tournament, futsal skills test and Creators Lounge to give these highly competitive teenagers enough downtime to get creative, relax and bond with one another.