Created a talk of the city moment through a disruptive sneaker give away of 1000 pairs of ‘Miami’ EQT Support ADV trainers with events across the city. The special, limited edition shoes were up for grabs in special “grab and go” events event that was more performance art than sneaker drop. One, hosted at a local high school, saw people pile off a shiny silver school bus in reflective gear, perform a drill-style dance routine and deliver shoes to ecstatic students and members of the public who had queued outside.

Miami Marine Stadium, located in Key Biscayne south of Miami Beach, provided the location for the main event. With the car park outside filled with 90s sports cars, guests boarded a floating dock set with views of the city lit up in the distance. “Video 90” – a specially-commissioned piece by artist Ben Jones, who has exhibited at MoMA, MOCA and the Tate, and has worked with the likes of M.I.A. and Miley Cyrus – was projected supersized against the stadium. The colourful footage was inspired by iconic 90s era desktop animations and graphics.

On a stage beneath Jones’s impressive projection, adidas debuted the first in their #TLKS series – group panel discussions aimed to bring together different creative minds. As well as Jones himself, model and activist Adwoa Aboah joined the conversation, as did musician and president of G.O.O.D. music Pusha T. Together, the three discussed everything from originality to the 90s (including the Spice Girls, naturally) and the state of American politics. The talk was streamed via Facebook Live, and also saw the launch of the adidas Originals chatbot on Facebook messenger, aimed to create a dialogue between the brand and its fans.

Celebrating his collaborative work with the company, Pusha T finished the night with a live performance on a floating stage after a quick outfit change to perform tracks including “Grindin’” and “When the Last Time”, ending the night on a high.

My Role - adidas North American event lead. Worked directly with creative agency/event producer Bureaubetak and adidas originals Global creative director through ccreative development and on site execution.