adidas Skateboarding and longtime retail partner Journeys have a history of leveraging music and art to connect with consumers, and on Aug. 11, the brands bolstered their efforts with the launch of Destination San Diego, a free one-day event that blended the worlds of action sports, music, art and fashion. With their sights set on elevating and building the action sports category, the brands offered interactive art stations, product displays and live performances from the likes of Jay Rock, Famous Dex, Cozy Boyz and Na-Kel Smith.
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Building on previous collaborations with Bonethrower, adidas and Journeys invited the artist to create interactive art engagements for the event. Like an attention-grabbing linocut print station powered by a full-size steamroller that created a one-of-a-kind print for everyone who stopped by. The artist was also the inspiration behind the event’s DIY custom merchandise station, where consumers could press one of his designs onto a t-shirt.
The centerpiece of the activation, however, was an interactive, 40-foot crowdsourced mural centered around the adidas logo. Consumers could add to the canvas by pushing buttons that corresponded with different colors, culminating in a unique, collaborative artwork. “Art is a big part of the story we tell and we wanted to elaborate a bit on that with this festival experience,” says Cullen Poythress, senior communications manager, skateboarding and snowboarding, at adidas America.
In addition to the art components and nighttime hip-hop performances, Destination San Diego featured a beer garden, arcade, on-site influencers and dj spinning tunes throughout the day. Moving forward, adidas and Journeys plan to scale the event, taking it to cities across the U.S.
“We saw an opportunity to create this new event,” says Poythress. “But we also wanted to create a platform to tell the action sports-inspired story and the adidas skateboarding story because they do carry a lot of our key concepts. So we wanted to create a platform to bring that to life to the consumer, and show them what our category is all about.” Agency: Starch Creative, Newport Beach, CA.