adidas Originals' EQT Sneaker Release Was Hosted in a Parking Garage
Jana Pijak — February 16, 2018 — Marketing
Drawing inspiration from underground raves, adidas Originals hosted its latest EQT sneaker release party inside a Toronto hotel's parking garage. The evening celebrated the launch of the brand's new EQT BASK ADV silhouette and featured a guest list of local fashion influencers and a live performance from OVO co-signed producer Boi-1da.
The evening began at Toronto's Queen Street West adidas store location where attendees were driven off to a secret location. Once at their destination, attendees were driven into the building's parking garage and directly into an immersive event space, equipped with green neon lighting, shoe-inspired signage, a private bar, and EQT product displays.
Paying homage to 90s street style looks, adidas' latest EQT model celebrates individuality and authenticity. Its launch event followed this same theme by using immersive and Instagram-friendly elements to engage a Millennial crowd of sneaker fans.
Image Credit: adidas Originals, Bryan Chong
The evening began at Toronto's Queen Street West adidas store location where attendees were driven off to a secret location. Once at their destination, attendees were driven into the building's parking garage and directly into an immersive event space, equipped with green neon lighting, shoe-inspired signage, a private bar, and EQT product displays.
Paying homage to 90s street style looks, adidas' latest EQT model celebrates individuality and authenticity. Its launch event followed this same theme by using immersive and Instagram-friendly elements to engage a Millennial crowd of sneaker fans.
Image Credit: adidas Originals, Bryan Chong
Trend Themes
1. Underground Sneaker Events - Creating unique and immersive experiences for sneaker enthusiasts through unconventional event locations and Instagram-friendly elements.
2. 90s Street Style Revival - Tapping into the nostalgia of the 90s street style to cater to the desires of individuality and authenticity in fashion.
3. Collaborations with Influencers - Partnering with local fashion influencers and celebrities to drive hype and appeal to the Millennial sneaker fanbase.
Industry Implications
1. Fashion and Apparel - The fashion and apparel industry can seize the opportunity by organizing unique sneaker events and incorporating nostalgic elements from past decades into their designs.
2. Event Planning and Experiential Marketing - The event planning and experiential marketing industries can find new avenues by hosting unconventional sneaker events in unexpected locations to create memorable experiences for attendees.
3. Social Media and Influencer Marketing - The social media and influencer marketing industry can capitalize on the trend by partnering with sneaker brands to amplify event reach and engagement through collaborations with local fashion influencers.
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