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At the start of 2024, adidas tasked KAMP with developing a narrative throughline telling the story of their partnership with superstar KC Chiefs quarterback Patrick Mahomes. The positioning took shape across multiple touch points throughout the year, coming to life in activations, cultural moments, and a partnership with Texas Tech University.

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KAMP set a clear path that was used to elevate the partnership's presence in football and popular culture at large.

The creative positioning sat under the messaging of “Harmony in Chaos” - a representation of Mahomes competing at the highest level of sport while conquering pressure with boundless joy for the game. 

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Returning to Mahomes' alma mater Texas Tech, KAMP ignited fans by unveiling a massive 45’ x 90’ “It’s Showtime” tifo across the student section. The banner featured an image of Mahomes debuting the new Texas Tech adidas Galvanized jersey in solidarity with the team suited up on the field. 

The stadium exploded with excitement during the reveal which was amplified nationally via a Fox Sports broadcast.

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Drawing on Mahomes' passion for F1 racing, KAMP made a big splash in London during the British Grand Prix with a huge CGI OOH stunt. KAMP recreated a 3D model of the Mahomes II Race Against Time colorway and strung them over iconic London landmarks like Big Ben and the Tower Bridge. The resulting larger-than-life digital stunt blurred reality, driving buzz on social and pushing the shoe into the cultural conversation. 

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ACTIVATION / ART DIRECTION / BRAND STRATEGY / CONTENT STRATEGY / COPYWRITING / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / EDITING / MOTION GFX + VFX / PHOTOGRAPHY / POST PRODUCTION / PRODUCTION / PROJECT MANAGEMENT / RETOUCHING / SOUND DESIGN / VIDEO CAPTURE

Creative Agency: KAMP

Director & DP: Preston Smith

Photographer: Kenneth Cappello, Anthony Blasko

Illustrator: Mason Mondon

Stylist: Suna Kwak

Drone Capture: We Fly Aerial Media

Color: Pinata Post

Sound: Th3rd Sound

Production: KAMP

Post: KAMP

November, 2024

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Over NBA All-Star Weekend 2026, adidas tapped KAMP to bring Anthony Edwards and the latest Hellstar collaboration to life at LA LIVE. Bold, chaotic, and unapologetically fun, the activation transformed the weekend into a fully realized world blurring the line between sport, culture, and play.

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KAMP transformed LA's Peacock Place into ANTLAND, a 16,000-square-foot peach cityscape inspired by Ant, basketball culture, and the streets of Los Angeles. Across the weekend, fans could shop, play, compete, customize, and explore a world built around the launch.

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ANTLAND stayed in motion with daily programming designed to keep fans coming back.

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On-court challenges, DJ sets, celebrity appearances, and giveaways brought new energy each day, including visits from Sophie Cunningham, Erica Wheeler, and Anthony Edwards himself. Fans could also score limited posters, totes, air fresheners, marble-dipped basketballs, tooth gems, Laserstar tees, custom backboards, and airbrushed footwear.

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In collaboration with Hellstar, KAMP built Laserstar, a full-scale laser tag experience covered in custom artwork and graffiti by artist Miles Franklin.

Fans battled it out for limited Laserstar tees and one-of-one custom airbrushed backboards, turning one corner of ANTLAND into its own competitive world.

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Fans had the opportunity to shop the various drops and merchandise at retail outposts woven throughout ANTLAND. Customization and exclusive product moments encouraged fans to engage with the collection while keeping retail at the heart of the larger experience.

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ART DIRECTION / BRAND STRATEGY / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PARTNER MANAGEMENT / PROJECT MANAGEMENT / TALENT MANAGEMENT

Creative Agency: KAMP
Art Department & Fabrication: Hawthorne Industries 
A/V: Modern Illumination
Basketball Court: SportsWest Construction
Basketball Customization: Vita Perfetta
Production: KAMP
Post: KAMP

February, 2026

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