Adidas wanted to launch their new EQT range in a way that would really connect with their audience. They needed a way to communicate the shoe’s street sport origin at scale, whilst visually enhancing the event space in a dynamic and engaging way.
Working collaboratively with Global Street Art, Bean’s answer was to design and paint an artist rendition of the shoe live at the event. Adidas’s audience is about creativity, design and heritage. Producing a live painted creative expression of this new classic was the perfect solution to insure high audience engagement.
The event was an outstanding success with more than 10,000 people coming through the doors.
The artwork was completed using spray paint and acrylic in Victoria House, London.