challenge:
Create an unforgettable retail moment for the Harden Vol. 9 launch at adidas Melrose in March of 2025 that not only drives product sell-through but also cements the store as a cultural hotspot. We needed to capture the energy of James Harden's brand, build buzz ahead of release, deliver a premium in-store experience, and generate high-impact content that lived far beyond the event day.
what we did:
Designed and executed a full Harden Vol. 9 takeover at adidas Melrose, featuring chrome-themed window installations, interactive zones, custom branded touch points, and an on-theme food activation with Marathon Burgers. Managed end-to-end fan and VIP experiences including James Harden's arrival, autograph/photo opportunities, influencer and media seeding, branded giveaways, and seamless guest flow with premium security. Delivered multi-channel communications and content through RSVP management, digital invites, pre-event hype, and professional photo/video capture for both immediate coverage and long-tail social distribution.
challenge:
Create an unforgettable retail moment for the Harden Vol. 9 launch at adidas Melrose in March of 2025 that not only drives product sell-through but also cements the store as a cultural hotspot. We needed to capture the energy of James Harden's brand, build buzz ahead of release, deliver a premium in-store experience, and generate high-impact content that lived far beyond the event day.
what we did:
Designed and executed a full Harden Vol. 9 takeover at adidas Melrose, featuring chrome-themed window installations, interactive zones, custom branded touch points, and an on-theme food activation with Marathon Burgers. Managed end-to-end fan and VIP experiences including James Harden's arrival, autograph/photo opportunities, influencer and media seeding, branded giveaways, and seamless guest flow with premium security. Delivered multi-channel communications and content through RSVP management, digital invites, pre-event hype, and professional photo/video capture for both immediate coverage and long-tail social distribution.
