747 Warehouse St, adidas originals

ALL-STAR WEEKEND.
OPEN-SOURCE AESTHETICS.

The NBA All-Star Weekend is one of the biggest annual events in the global sport and cultural calendar. For 2018, adidas marked the occasion with a two-day festival at 747 Warehouse St., LA.

The objective: Place adidas’ basketball pedigree at the forefront of people’s minds with an unmissable and unforgettable weekend of music, sport, culture and brand activations that captures the attention of consumers, celebrities and press alike.

Leading the creative concept and art direction of the event, SUPERIMPOSE adopted a “no rules” approach to adidas’ brand language and visual identity, setting the brand apart from its competitors during this competitive period and reaffirming adidas as a brand for creators.

An ‘anti-corporate’ aesthetic ran through the entire festival space, allowing multiple stakeholders to adapt visuals without ever sacrificing adidas’ core DNA. Brand assets mimicked the aesthetic of a sticker pack, created purposefully in a way that would allow elements to stand alone as well as in concert with each other.

On the main stage, two days of live performances from artists such as Pusha-T, Kid Cudi, N*E*R*D and Lil Uzi Vert formed the centrepiece of the festival. Digital projections and visual content brought the event’s impactful branding to life, reinforcing the ‘anti-corporate’ spirit.

The event’s bespoke modular branding was also adapted to create a merchandise stall where attendees could purchase custom merch, from welcome packs and hoodies to celebrity specials. Our modular branding took on the value of ‘collectibles’, with attendees using touch-screen customisation stations to create one-of-one 747 Warehouse St. apparel.

A ‘Fresh Produce’ installation also offered attendees the first ever chance to create custom-print shoes, cut from larger graphic sheets, delivered straight into the customer’s hands and presented in special edition packaging for the event.

Tying back into the festival’s basketball roots, 747 Warehouse St. also played host to the East vs. West  Hip-Hop game, with teams led by Snoop Dogg and 2 Chainz battling it out on the court. Bespoke terraces, court and custom kits rounded out the event, tying sport, music, culture and creativity together, and culminating in one of the most impactful events of 2018.

A NEW WORLD CREATIVE AGENCY CHALLENGING BRANDS TO GO FURTHER

 

The British Fashion Council (BFC) has appointed London and LA-based agency, Superimpose, as its new creative and strategic partner.

ACCESSIBILITY IS KEY

Last week we sat down with Business of Fashion to discuss the future of Fashion Weeks, shift media landscapes and how we plan to change the future of LFW communication.

“A lot of people treat shoes like a kind of currency. They buy them and treat them like Beanie Babies”

STUDIO OF THE YEAR

Creative Review selects Superimpose as a ‘Studio of the year’ for The Annual 2019.

Creative agency Superimpose has teamed up with Adidas Originals for a new campaign with Transport for London (TFL).

What is the future of creativity?

Read our new series created for D&AD.

Zalando is not just experimenting with an eye-catching virtual aesthetic, but is making hype culture accessible to all.

Stay up to date with our latest work and experiments through @SUPERIMPOSE.GLOBAL 📲

A celebration of real London moments, showcasing the people, places and performances which make the city what it is.

Highsnobiety came by the new (now old) studio to talk about how rejecting being labelled simply an ‘advertising’ agency.

 

20 minutes spare? Watch our #NICERTUESDAYS lecture with It’s Nice That.

Creativity never stops. It runs restlessly, relentlessly, chasing ideas, dreams, hopes.

Our full #SERVICESUNKNOWN x Browns capsule collection is dropping very soon.

Glimpse a teaser of whats to come here.

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Service Unknown

Everyone’s in the same place, moving at the same pace. Read as we sit down to discuss our #SERVICESUNKOWN article ‘Mirror Culture

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