Archrival partnered with adidas to launch the Harden Vol 3 shoe at ASU, the place where it all began for NBA athlete James Harden. adidas + Harden invaded and upleveled the intramural championship games held at the Rec to give players and fans a taste of the big game heat Harden thrives in.
adidas lives at the intersection of sport and culture. Harden exemplifies that better than anyone else. The intramural championship takeover provided an “only adidas would do this” experience that ASU will never forget.
7 leagues, 7 championship games, a 7 hour long event.
ROLE: CREATIVE LEAD
Overall Creative Team lead for pre, during and post event.
Responsible for all strategy, branding, social content, consumer experience, client facing presentations as well as ensuring Archrival’s creative excellence and given budget work hand in hand.
+ 90% of players rocked full Harden Vol 3 outfits the entire time they were on the court
+ 1 tweet from James Harden himself (5.9 million followers)
“What you managed to create for our community was truly an experience that will be remembered for a lifetime.”
Dustin Soderman — ASU Associate Director of Facilities