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After 10 years, adidas Originals’ New York flagship moved to 135 Spring St., placing the brand at the center of SoHo’s streetwear, sneaker, and cultural scene.

KAMP helped shape the new location into more than just a retail destination, elevating key consumer touchpoints to create a flagship experience built for community, discovery, and the next generation of adidas Originals fans.

The opening of 135 Spring St. marked the debut of the “Creative Class,” a biannual selection of athletes, artists, and community leaders who embody the creative energy of NYC. 

These influential voices took over in-store displays and promotional OOH, while ongoing collaborative programming with the Class kept the store energized and in the cultural zeitgeist.

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KAMP worked with NYC based artists during the launch to create in-store elements exclusive to 135 Spring St. Artist commissions included a custom speaker system designed by Silence Please, “Solid Foundation,” a sculpture crafted by New York Sunshine, and dressing room curtains with imagery painted by rapper A$AP Ferg.

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KAMP created evergreen graphics for all the digital screens in  135 Spring St. The entry billboard and cash desk leverage NYC-centric footage and a suite of branded animations, while the digital styling screen highlights the latest Originals offerings modeled by NYC creators, bringing a local and authentic edge.

New York Sunshine installed “Solid Foundation,” a heroic chrome sculpture that will permanently live at the center of the footwear seating. To editorialize the install, we worked with photographer Nayquan Schuler to capture photo, while video content was shot by Savva Svet.

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After the grand opening of 135 Spring St. in early 2026, the store shifted focus to provide a platform for the NYC creative community, placing the space at the center of a commitment to support and execute artistic vision.

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ACTIVATION / ART DIRECTION / BRAND STRATEGY / CONTENT CREATION / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PARTNER MANAGEMENT / PRODUCTION / PROJECT MANAGEMENT / TALENT MANAGEMENT

Creative Agency: KAMP

Photographer: Tyrell Hampton

Videographer: Elias Parise

Set Designer: Rebekka Fellah - Creative Class

Set Designer: Crystal Geller - Digital Mannequin

Wardrobe Stylist: Yohana Lebasi - Creative Class

Wardrobe Stylist: Gia Seo - Digital Mannequins

Makeup Artist: Miguel Ramos

Hair Stylist: Sergio Estrada - Creative Class

Hair Stylist: Kento Utsubo - Digital Mannequin

Vendor: Duggal

Fabrication: 11th Street

February, 2026

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In 2019, we worked in collaboration with Beyonce’s Parkwood team to create a disruptive end-to-end campaign & digital strategy to shoot and launch the inaugural collection from adidas x Ivy Park. Our strategy revolutionized the way adidas approaches digital launches and resulted in a 48hr sellout.


For the launch, we placed our campaign at the front and center of each entry point of adidas.com-Homepage.

During the waiting room experience, we teased the entire collection with a video lookbook showcasing all of the products modeled by Beyoncé.


To showcase all of the captured content, we created a larger than life premium bound zine that would later become one of the most coveted pieces of each drop.


To tease the collection, we created a disruptive and highly anticipated Seeding moment using custom rolling racks filled with apparel and footwear, all of which were hand delivered to the doorsteps of Brand fans and supporters.

UX/UI / CONTENT / DEVELOPMENT / PROTOTYPING

Creative Agency: KAMP

Production: KAMP

Director: Jenn Nkiru

Campaign Photographer: Ryan McGinley

Director of Photography: Arnau Valls

Post: Parkwood Entertainment

January 2019

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REVOLUTIONIZING DIGITAL LAUNCHES WITH THE BIGGEST PARTNERSHIP IN CULTURE

Kamp Grizzly is an independent agency creating meaningful connections between the world’s best brands & the cultures they participate in.