This program transcended traditional media standards when it generated global exposure, impact at retail, and drove consumer participation. At the program’s core, Las Vegas icons became the brand’s platform of engagement. A plan of “firsts”, outfitting the NY/NY’s Statue of Liberty and the MGM Lion in life-size replica jerseys and large-scale architectural installations brought visibility and engagement to a cluttered environment

30+ national U.S. based newspapers, 40+ sports websites and 3 national cable networks (TNT, ESPN, NBA TV) have covered the spectacular outdoor installations. adidas retail experienced unprecedented sales increase, setting new single and five day global sales records. Additionally, the adidas mobile/text program generated over 1,500 database entries.