adidas originals night market
adidas originals night market
The brief
To launch adidas’ World Cup Away Kits, the brand approached us asking for their Melrose Avenue space to transform into an experience inspired by the cultures and communities represented in the collection. The goal was to create more than a product launch, giving guests a highly participatory experience rooted in community.
What I Led
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What I Led ~
Concept Development & Creative Pitching
Developed the Night Market concept from the initial client brief, shaping the experience, programming, guest journey, and cultural touchpoints before pitching the idea through to client approval.
Permitting & City Coordination
Navigated an exceptionally compressed permitting process with the City of West Hollywood, securing the necessary approvals in just six business days while production moved forward in parallel.
End-to-End Production Leadership
Served as the primary producer from concept through execution, translating the creative vision into an actionable production plan and independently driving the majority of the program across a two-week turnaround.
Budget, Logistics & Operational Strategy
Owned the moving pieces behind the experience, including budgets, timelines, vendor scopes, site logistics, fabrication, staffing, load-in, show operations, and real-time problem solving.
Vendor, Talent & Programming Management
Sourced and managed the partners that brought the market to life, coordinating live cultural performances, artists, customization experiences, food partners, staffing, and production vendors.
Client & Cross-Functional Leadership
Acted as the connective point between adidas, agency teams, creative partners, vendors, talent, and city stakeholders, keeping decisions moving quickly while protecting the original creative vision.
execution
In just two weeks, the Night Market moved from an open-ended brief to a fully realized live experience. The space became a layered celebration of global soccer culture through live music and performance, food, art, jersey customization, and interactive brand moments. Guests explored the market using adidas currency earned through purchases and participation, creating an experience built around discovery rather than a traditional product launch.
THE HIGHLIGHTS
CRUNCHED TIMELINES
2 weeks lead from brief in. 6 days lead from budget approval to seamless execution
Store traffic surge
41.5% surge in traffic
Forecasted sales
22% lift in forecasted sales