Adidas Harden Vol. 9

Case Study

Creative • Production • Event Management • Retail

Challenge

Create an unforgettable retail moment for the Harden Vol. 9 launch at adidas Melrose in March of 2025 that not only drives product sell-through but also cements the store as a cultural hotspot. We needed to capture the energy of James Harden's brand, build buzz ahead of release, deliver a premium in-store experience, and generate high-impact content that lived far beyond the event day.

What we did

Creative Event Concepting: Designed a full Harden Vol. 9 takeover at adidas Melrose with bold window installations, chrome-themed displays, and interactive zones.
→ Custom Branded Touchpoints: Produced branded napkins, ice, burger wraps, chrome basketballs, and floating pedestals to reinforce the Harden Vol. 9 aesthetic throughout the space.
→ Celebrity & VIP Management: Coordinated James Harden's arrival, VIP interactions, and a dedicated photo line experience.
→ Interactive Fan Experiences: Installed a robotic arm photo booth, laser V9 display, and close-up sneaker photo op.
→ Branded Food Activation: Partnered with Marathon Burgers to serve on-theme chrome-wrapped burgers from a branded booth.
→ Guest Flow & Security: Managed wristband check-in, chrome stanchions, and crowd control to ensure a premium guest experience.
→ Influencer & Media Seeding: Managed Harden Vol. 9 seeding kits to key media, influencers, and basketball community figures.
→ Pre-Event Communications: Built and managed the RSVP landing page, designed and distributed digital invites, and sent a "Know Before You Go" email to confirmed guests.
→ On-Site Content Capture: Coordinated professional photography and video teams to capture event moments for immediate and long-tail social distribution.