THE STORY
adidas partnered with their top five NCAA Universities to bring the locker room to the fan in a one-of-a-kind Team Iconic experience. Fans were able to purchase exclusive clothing from the Team Iconic Sideline Collection, unlock iconic gear in a team locker room experience and exit the same way players exit the locker room on game day - through a tunnel run experience.
Representing a $600,000 budget, we brought this experience to the University of Nebraska, Texas A&M, the University of Louisville, North Carolina State and the University of Miami.
5 university stops, 6 weekends, 25 event hours.
ROLE: CREATIVE LEAD
Overall Creative Team lead for pre, during and post execution at five of adidas’ top NCAA schools.
Responsible for all strategy, branding, social content, consumer experience, client facing presentations (both adidas and each University) as well as ensuring Archrival’s creative excellence and given budget work hand in hand.
RETAIL EXPERIENCE
We partnered up with the campus store at each University to exclusively sell gear from their Sideline Collection. They supplied the clothing, fixtures and POS machines.
TUNNEL EXPERIENCE
Fans were able to “run” through the tunnel and record a 15 second Instagram video for their stories. In under one minute, their video was ready to be sent out via email.
UNLOCK ICONIC LOCKERS EXPERIENCE
Locker combinations were passed out via our campus agents, campus store purchases or purchases within our event retail space. Fans could go up to a set of eight lockers and try their given locker combination to win Team Iconic or signed University athletics gear.
