On Wednesday, August 7, Jam3 and Adidas launched the ‘Newsstand of the Future’ stunt. The experience took consumers on a journey into the Future of Style, eventually jumping to the year 2048, which would mark the 50th anniversary of the retro 90s-style behind the Adidas Ozweego sneaker.
To promote the event at a previously undisclosed address, messages were shared on Adidas’ social media pages, alerting consumers to a SoHo address. Once there, they were taken through the event in small groups. After attendees were granted access to the newsstand inside the event, they received a special collectible Adidas Ozweego magazine. Golden tickets were hidden throughout a portion of the magazines; anyone who received a ticket could take it to the Adidas flagship store to redeem a pair of Adidas Ozweego sneakers before they go on sale to the public.
Each component of Jam3’s creative campaign brought the stunt to life: a bodega-speakeasy-style entrance, LED screens and dynamic projections, twin cashiers from 2019 and 2048, a key-code enabled newsstand, the magazine, and an Adidas Ozweego digital takeover of the men’s fashion and streetwear website hypebeast.
“At Jam3, we strive to create immersive and inspired work,” said Jordan Cuddy, executive producer. “Being able to collaborate directly with Adidas to design this modern experience for their latest retro-inspired product is something we are excited to promote, to give our own take on what the future can hold for style and technology.”