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adidas Basketball: All Star Weekend 23'

Basketball reimagined. All Star Weekend is not only an epic moment for the joy of the game, but a moment for adidas to share their new identity in their Chapter 2 collection: Basketball. The activation space showed the minimal but impactful presentation of the new line to create the buzz needed to booster the conversation of a new face of basketball. Additionally, the space doubled as a content capture space with the top athletes in the game to explain their "Why" for the 'My Why' series. I project managed all teams and was integrated with the Basketball Comms team to ensure success of landing the stories, impact, ROI, and new direction for the category at the brand.

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