In New York City, on the Saturday of Grammys Weekend, we partnered with Originals to launch the “Never Finished” campaign with a brand experience that brought the brand film and Never Finished philosophy to life for New York’s creator community.
Using a warehouse space opposite Madison Square Garden as a blank canvas, the aesthetics of the film were translated throughout the space with exclusive merch, creator stations, and art installations inspired by the brand film.
The night’s music lineup was curated by Mura Musa, featuring Nao, Desiigner, Vegyn, Fliss, Jay Prince, Bonzai, and a special performance by Playboi Carti.
The event was attended by more than 600 people throughout the night, connecting a diverse audience of media, influencers, and brand partners. More than 1000 consumers RSVP’ed through a special promotion on adidas' social channels. Never Finished trophies were handed out (and readily snatched up) by attendees at the close of the night.