After acquiring James Harden as a star talent, Adidas was preparing to reveal to the world his first signature shoe, the James Harden Vol. 1's. The brand challenged Zambezi LA to create a disruptive experience that would leave a mark in the shoe marketplace and unite Houston fans to celebrate Harden's signature launch.
After acquiring James Harden as a star talent, Adidas was preparing to reveal to the world his first signature shoe, the James Harden Vol. 1's. The brand challenged Zambezi LA to create a disruptive experience that would leave a mark in the shoe marketplace and unite Houston fans to celebrate Harden's signature launch.
Adidas James Harden Vol.1
Shoe Launch Activation:
Agency: Zambezi LA | Project Type: Experiential
Adidas James Harden Vol 1 Experience Launch:
Agency: Zambezi LA | Project Type: Experiential
Adidas was ready to launch their James Harden's signature shoe, The Vol. 1's to the world and tasked Zambezi LA to do it. We dove deep into the mind of Harden and brought his disruptive, creative mind to life for all his fans and sneakerheads to enjoy.
Adidas was ready to launch their James Harden's signature shoe, The Vol. 1's to the world and tasked Zambezi LA to do it. We dove deep into the mind of Harden and brought his disruptive, creative mind to life for all his fans and sneakerheads to enjoy.
Bringing Creativity To The Basketball Court:
Concepting The Space: Harden's Mind
Concepting Art Direction:
Developing Event Aesthetic: Home To The World's Traveler
Tasked with creating an immersive space for original thought, design, and curiosity into the culture, the James Harden Vol. 1 Shoe Launch was the world 1st glimpse into the collaboration between the superstar athlete and Adidas. Harden is an anomaly on the court; he's a disruptor on the court and his creative mind is one riddled with explosively crazy ideas. He's a perfect partner for the Adidas brand and it was only for the launch of his signature to bring that chaotic creative on the court to the activation.
Step Into Harden's Mind:
Warp Speed: Experience Design + Aesthetics
Concepting Art Direction:
Developing Event Aesthetic: Home To The World's Traveler
The Mind of the superstar athlete is transformative. It is a galactic journey. Fragment streams of lights with hints of red to embody his standout personality. Distorted shapes and graphics reveal what he's thinking and how he imagines his world on the basketball court. At the start of the event, the attendees are pushed into James' Mind to reveal a ton of exciting moments.
The team decided that the photo booth moment should feel similar to a family picture moment, The area was designed in a Wes Anderson styled aesthetic where every detail felt almost good to be true. Photos were nailed to the wall with a nice, cozy couch that would fit the entire family. Each photo could be sent to each guest members phone, email, and printed to become.a memorable & brandable keepsake.
Dissecting His Fashion Vision:
Unraveling The Connection Between Sports & Fashion: Fashion Experience
Concepting Art Direction:
Developing Event Aesthetic: Home To The World's Traveler
Outside of the glitches and glam, fashion was pivotal to the success of the event. We designed an experience to be mysterious but energizing. Screeching sounds ripped through the crowd, signaling the beginning of the show and setting the tone for the show. The lights suddenly flickered on and off. After a moment, guests hear the booming voice of James Harden’s inner thoughts describing the inspiration to his clothing line. Above the crowd floats a visual text to accompany his monologue.
The Motion Of Harden
Deconstructing Basketball: Creating Motion Graphics For The Event
Concepting Art Direction:
Developing Event Aesthetic: Home To The World's Traveler
Meet The Creative Team:
Meet The Team:
My Role:
Jr. Art Director / Designer
My Role
Art Director
Josh DiMarcantonio
Executive Creative Director
Josh DiMarcantonio
Executive Creative Director
Regan Kline
Associate Creative Director (Copy)
Nick Rodgers
Creative Director
Nick Rodgers
Creative Director
Regan Kline
Associate Creative Director ( Copy )
Cindy Chapman
Experiential Producer
Jason Tisser
Associate Creative Director ( Art )
Jason Tisser
Associate Creative Director (AD)
Cindy Chapman
Experiential Producer
1st Ave Machine
Production Company
1st Ave Machine
Production Company
Reach Me At :
Email: a.crawford3421@gmail.com
Phone: 901-871-7237
WorkingNotWorking: Check It Out Here
Linkedin: Check That, Out As Well!
Reach Me At:
Email: a.crawford3421@gmail.com
Phone: 901-871-7237
WorkingNotWorking: Check It Out
Linkedin: Check That, Out As Well!