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adidas Comes Alive with Additional Details on 747 WAREHOUSE ST. Basketball Experience for All Star Weekend

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adidas is being very careful not to use the words All Star Weekend in their promo for their upcoming hoops extravaganza. The latest update finally makes me pay attention. Up until this point the brand was focused on the roster of performers and kicks. In 2017 the brand was able to successfully gain ground because they remained focused on the message and delivery of options for those who supported the brand. They made sure every door opening was an event that featured art and the brand was all about the experience. As the end of 2017 arrived it felt that the brand had shifted and to their detriment they focused on sport primarily instead of taking a more inclusive approach with sport as they did throughout 2016 and 2017.

I was so underwhelmed by the brand I predicted they would lose the ground they gained.

How Will Your Favorite Sneaker Brand Perform in 2018? | adidas AG ADR ($ADDYY)

Today, along with the new information on 747, the Three Stripes released information on three drops in their updated UltraBOOST, and 4D Carbon shoes of the future, which both failed to inspire confidence in the brand regaining form to me. The third drop with Neighborhood is definitely dope and features a standout, not in the NMD or Iniki, but in the Gazelle as far as the footwear of the release is concerned:

One out of Three isn’t a good percentage, but the new information for the Warehouse Event shows that adidas isn’t going to sit back and allow Nike to dominate in the digital space and they are definitely fighting for their consistency in delivering great events. Here is the information from the updated 747 Experience:

Attendees will have the chance to purchase some of the most sought-after adidas products exclusive to 747 Warehouse St. through an innovative RFID raffle system, a new way for sneakerheads to purchase. Guests enter by scanning their RFID wristband at product-specific raffle beacons located throughout the event. SMS alerts linked to the wristbands provide updates on drop times and raffle results.
To ensure that attendees don’t miss out on events or opportunities on the ground, they should download the adidas app and build their custom 747 Warehouse St experience. Once they download and indicate their interests, the app will push out notifications such as when events will start, a complete musical lineup, details on exclusive product drops and footwear raffles, get access to events on the court and main stage through the 747 live stream and explore all the Warehouse has to offer.
For those in the U.S. who can’t make it to LA, they can experience key moments of the event through a livestream on Friday and Saturday.
Is a place for creators to explore the possibilities of design and culture, getting free range to engage with the creative process in a free-form setting where anything goes.
The Brooklyn Creator Farm (BCF) pop-up is an invitation-only, hands-on experience to learn the process of creating adidas footwear from industry icons. Guests are welcomed to the Lab to create one of a kind shoe and apparel pieces, utilizing the same tools and processes available to professional designers.
Sound Lab’s mission is to give the next generation the resources, freedom and knowledge of the music industry to become the artists, producers, writers, and creators that they are meant to be; while providing the confidence and exposure to take their creativity into their own hands to shape the sound of the future.
The Sound Lab will house live demo sessions and curated workshops with adidas creators and artists, as well as an interactive museum located on the outside of the container. The Sound Labs Museum will consist of video screens showing the Sound Lab Legacy film, feature three walls dedicated to the current Sound Lab schools, informative posters highlighting the program, and the PlayGround app: a custom adidas interactive music making program allowing guests to create a custom beats that they can keep and share with anyone.
While it would be easy to simply focus on the products, the inclusion of the Soundlab and the intelligent implementation of connecting the fan to the digital e-commerce from the adidas platform via the wristbands and the app, shows that adidas still understands that if they don’t provide an experience beyond just sport, they will miss out on a vital opportunity to create advocates as opposed to people visiting to flip kicks. It’s a very smart, solid move by the Trefoil.