Tasked with reinvigorating the adidas UltraBOOST franchise, NVE created an integrated cultural program surrounding Coachella to make the latest UltraBOOST Clima the most talked about shoe for its April release. From location to materials, every component of the experience represented heat-defying Clima technology. To avoid the saturation of brand activations closer to the festival, we pioneered unexplored real estate along the infamous drive out to the desert. Eye-catching billboards and a pre-event digital campaign directed festival goers to a massive pop-up installation set against the magical desert backdrop.
The sleek, high-gloss paneled build personified adidas’s exclusive UltraBOOST Clima Triple Black and stood in eye-catching contrast to the desert landscape. Mesh textures and matte product displays mimicked breathable elements of the shoe while creating a comfortable oasis for influencers and passholders. Outrunning the competition, the single-day experience drew over 700 guests and influencers while garnering the attention of Hypebeast, Esquire, and other highly-visible outlets.