A two-day festival of creativity in basketball culture that integrated adidas in the most authentic and meaningful way possible. The experience was designed to transcend media, from TV news to Snapchat, CRM to livestreams.

At its heart, 747 featured an immersive, multi-media factory exhibit experience encapsulating the past, present and future of adidas that was designed ‘for the ‘gram.’ Beyond that, the event played host to a festival stage with a heavy hitting lineup of artists including Kid Cudi, Childish Gambino, N.E.R.D and a surprise performance by Kanye West.

A full-size basketball court designed in collaboration with Pharrell Williams hosted top-notch programming with local high-schools, celebrity games and star-studded speaker panel.

Additional touchpoints included the Sound Labs Container, where aspiring music artists were tutored by Pusha T, The Maker Lab that enabled open-source, real-time prototype creation and 14 exclusive shoes released throughout each day through a democratic RFID raffle system.

Immersive factory exhibit experience complete with a basketball playing robot, infinity room and high-speed Kira cam. Designed to be beautiful from every photographed angle.

150,000 SF Parking Lot: Including a full-size basketball court that hosted the first ever “rappers only” celebrity basketball game captained by Snoop Dogg and 2 Chainz. Moreover, the court played host to a grassroots challenge bringing 2,000 LA high school students together and a speaker panel featuring Pharrell Williams, Damian Lillard, Karlie Kloss and Alexander Wang.

Redefined Digital Purchasing Experience: adidas released 14 new shoe silhouettes through a digital raffle. Consumers swiped their RFID wristband at product stations located throughout the venue and received a text message notification when product was won.

Most talked about brand during NBA All-Star Weekend.

• 20,000+ consumers in attendance

• 2,000+ shoes sold

• 90,000+ shoe raffle entries

• 2.2 million social engagement with a potential reach of 159 million.

• 42,000 live streams of concert programming

• 400+ media credentialed onsite producing 400+ stories

• +9 point growth in Net Promoter Score

• 2 “Twitter Moments”

Media Summary: 747 received rave reviews from the most well-known sneaker media outlets. Below is a brief overview of a few reactions post-event.

• “One of the coolest experiences I’ve ever had in my life. I’ll never forget this moment.” – Ray Polanco

• “adidas has unanimously won NBA All-Star Weekend with the 747 Warehouse St. space. The space + everything that went down inside of it was, in my opinion, the most powerful brand statement that adidas has ever made.” Rich “Maze” Lopez, Sole Collector