ADIDAS
PROJECT
ADIDAS X AVAVAV SS25 DROP | *photography by Hayden Sahli
In 2025, adidas LA partnered with cult fashion label AVAVAV to celebrate the retail debut of the second drop in the adidas Originals x AVAVAV collaboration. The Melrose flagship store hosted an exclusive in-store activation spotlighting AVAVAV’s boundary-pushing aesthetic, fresh off a headline-making Milan Fashion Week moment.
Guests experienced a full AVAVAV-branded takeover, complete with signature drinks and curated gift bags featuring accessories from the first drop. AVAVAV CEO Johanna Hellström and Creative Director Beate Karlsson were in attendance and collaborated on social content on adidas channels. The activation amplified buzz around the partnership while positioning the Melrose flagship as a cultural hub for fashion-forward expression.
DELIVERABLES
- 31 CUSTOM RUNWAY LOOKS
- BRANDED EVENT COLLATERAL
- RUNWAY VIDEO & LIVE MUSIC
- MEDIA WAR ROOM PRODUCTION
- ADIDAS VIP LOUNGE PRODUCTION
- ADIDAS US & PARTNER SOCIAL
- PR EXPERIENTIAL PLANNING
- IN-STORE EXPERIENTIAL
- RSVP MICROSITTE
- RUNWAY PHOTOGRAPHY
- LOCAL BUSINESS COLLABS
PROJECT SUMMARY | KEY TASKS
- CREATIVE AGENCY RECRUITMENT
- CAMPAIGN CONCEPT DRAFTING
- CASTING & PRE-PRODUCTION
- 6-MONTH IMC LAUNCH STRATEGY
- AGENCY TRAINING & CREATIVE BRIEFING
- LOCAL MANAGER TRAINING
- LOCAL BUSINESS COLLAB COORDINATION
- CREATIVE ASSET & NOVELTY DRAFTING
- MICROSITE & AD ASSET DRAFTING
- FINAL AGENCY CONTRACT DRAFTING
- BUDGET MANAGEMENT (>$5M)
- PRODUCTION PROJECT MANAGEMENT
- C-SUITE PRESENTATION (2 ROUNDS)
- STYLING & SAMPLE MANAGEMENT
