A secret NYC warehouse party to celebrate the re-launch of an iconic sneaker
JD Sports (in partnership with Adidas) came to Happylucky with the goal of promoting the re-launch of their NMD sneaker line. How? By throwing an unforgettable pop-up experience in NYC. We wanted the event to capture the slick movement and urban curiosity of the NMD sneaker in a way that guests could experience IRL.
My role as Senior Designer primarily focused on concepting the art direction and visual tone of the event, along with creating the promotional material that would match the overarching aesthetic. After dozens of moodboards and mockups, I think things turned out pretty sick.
Client: JD Sports, adidas
Agency: Happylucky
Role: Senior Designer
We wanted the space feel underground, but with a premium sense of quality that invited the guests to explore further.
The moment you step off the elevator, you enter a glittery, neon world.
An iconic photo moment for guests:
Some low-key photo ops, props, and product displays that matched the vibe:
The event had some pretty neat stuff, including:
- a sick lineup of DJ’s
- free food and drink
- a wall you could draw on
- a sneaker cookie
See it all in this nice lil recap video:
Examples of the window display and screen graphics for the Times Square JD Sports location:
A few examples of how we utilized adidas’ existing NMD campaign photography to make the promotional material:
Here’s a few slides from our pre-production deck to give you a peek behind the creative:
Creative Lead: Chad Evans
Art Director: Devon Earts
Senior Designer: Benj Zeller
Junior Designer: Ellen Lyons
Copywriter: Aaron Keene
Project Manager: Danny Diana-Peebles
Producer: Stephanie Vanessa Middleton
Production Coordinator: Anabelle Cole