ADIDAS ORIGINALS | ZX FLUX BLOCK PARTY
ZX Flux is adidas Originals’ biggest product story of 2014, with a global launch and campaign running from April to August and including the widest selection of mind-popping colour-ways seen in years. As part of the South African launch and campaign, adidas approached youth culture specialists, ANDPEOPLE, to manage the launch and campaign in AREA3, ensuring a strong brand statement for the local market over these months.
As part of the ANDPEOPLE team, I was responsible for the curation and project management for this event. We wanted to present the final reveal of the space and product showcase, while also bringing ‘infinite possibilities’ to life in our entertainment and event production. To do this, we closed off the street outside AREA3, set up indoor and outdoor stages, curated a selection of 10 DJ’s to play back-to-back sets on 360 degree stages, and hosted a unique winter block party, immersing over 600 consumers in the experience.
PROJECT MANAGER: Elisma Uys-Hanekom
PHOTOGRAPHY: Nelis Botha