Idea: Raw Essentialism

adidas and Pusha T launched their recent collaboration in Miami during Art Basel, a world-renowned art show. We were asked to ideate, design and produce an in-store experience.

adidas and Pusha T asked us to ideate, design and produce a raw retail experience during Art Basel.

Think

Calling on the essentialism of the streets and the raw aesthetic of Ari Marcopoulos’ photography style, we captured Pusha T in his natural state. Our takeover story launched in Miami, before coming to life in fashion retailers worldwide.

Design

We built a truly immersive experience to expose the story of both Pusha T and the EQT shoe.

“We worked closely with the adidas team to evolve the brand language into a physical experience. ”

- David Waters, Latitude

Make

From larger-than-life cloth banners and crushable adidas code blocks, to disruptive pedestals that feature shoes emerging from rubble, every touchpoint was a raw expression of Pusha T.

“My adidas family really showed up for me this weekend. ”

- PUSHA T

Impact

The limited run of shoes sold within hours, and Pusha T was present to see it. Before leaving the event, he posted a shot of our wheat pasted mural to his 1.2 million followers.