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Adidas Street Party

The Challenge

We wanted to create an original, memorable and fully immersive opening night party to showcase the current adidas range to Foot Locker staff as part of their Team Week program. So we decided to disrupt the standard Team Week activities and take staff beyond the usual hotel-based party environment, to create an engaging, tactile product experience that would result in genuine connection with the adidas brand messages.

The Creation

We transported all guests offsite to a unique Gold Coast venue called “Miami Marketta”. Instead of offering the stock-standard sit-down meal, we provided a sumptuous selection of street food stalls, as well as a bar stocked only with local suppliers.

Entertainment and activities took place throughout the night, culminating in the opening of a secret (no cameras allowed) VIP space, where the new adidas collection was unveiled for the very first time.

The interactive touch-points, immersive experiences and opportunities for guests to break away for the norm, made this the most talked about brand night during the entire Foot Locker Team Week.

The Outcome

Here at Fourth Wall we pride ourselves on disruption of the status quo, and this event is a great example of taking a brief and tackling it head-on in order to create innovative new ways to produce adidas brand advocates among the Foot Locker crew.

Having pushing the boundaries and exceeded expectations, the bar for future Team Week activities has definitely been raised by Fourth Wall.

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