When Adidas launches a collab, they want their partner artists and athletes to take center stage while they play wingman. 

This was especially the case with the collab between Adidas, Trae Young (NBA player), and Jermaine Dupree (of So So Def Records).  To pay homage to the 90s-inspired shoe design, our launch theme “Young, Fly & Flashy” came to life with throwback block parties, hoops battles, and old-school merch extensions. To get press, we resurrected the iconic So So Def 90s billboard, and day-one fans went wild, creating a retweet groundswell.  We sold out in record time, and are prepping for the next collab between Adidas and Outkast.