NBA All-Star Weekend: NYC 2015

In 2015 adidas briefed Roundhouse on one of the largest projects for the year - a series of retail launches and activations during the NBA All-Star Weekend in NYC. Working with our production partners we took a vacant storefront at 458 Fulton St in Brooklyn, NY and designed, developed, and produced a new brand collaboration between Foot Locker and adidas called The A Standard.

This location featured prominently in the launch of the inaugural UltraBoost franchise, as well as, key category launches for adidas Basketball and first Yeezy products for the brand.

Additional product launches and activations were developed and managed at the brand’s retail locations at Broadway and Houston and the Originals store in SoHo.

Creative direction by PJ Portlock. Design and 3D rendering by Chris Bodven.

Production lasted 17 days in market from set up to strike. My duties included account and client management, budget tracking, reconciliation, on-site coordination, support, and project management.