adidas asked us to develop a tiered strategy crossing multiple channels, that extended from a jersey unveil to an on-site activation for the NHL 2018 All-Star Weekend celebration in Tampa, Florida.

adidas brought new speed to one of the fastest games on the planet when they debuted the new authentic adizero pro jersey – a hockey sweater that was 20% lighter, stronger and faster than those previously worn in the NHL. Thus, the concept of “FASTLAND” was born and brought to life in a way that only adidas could - with high-speed creativity.

With the animated piece in place, the next step was to ideate and scale bringing the activation to life through social, retail and experiential. Once the All-Star team captains were announced, we created standalone animations mimicking the look and feel of the feature.

The on-site activation in Tampa Bay for All-Star weekend matched the off the wall high-energy when we produced a 30’ x 40’ fan-fest experience. Complete with a camera capable of capturing hockey skills in an unique customized 360˚ ice rink GIF booth.

Our focus of helping the adidas brand become synonymous with the sport of hockey, while being perceived as authentic among fans was a smashing success. Such a smash in fact, that All-Star defenseman for the Nashville Predators, PK Subban stopped by to get in on the fun, shattering our glass in the process. FASTLAND and All-Star Game content shared by adidas reached over 1MM+ hockey fans around the country. On top of that, over 3,000 people participated in the on-site activation.

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