adidas

The Unofficial Sponsor of the 2023 MLB All-Star Game

THE Ask
Build hype around the adidas athletes participating in the 2023 MLB All-Star Game in Seattle.

THE Insight
In 2023, more adidas-sponsored players were named to the All-Star Game than ever before. But, because Nike is the Official Sponsor of the MLB, the perception was that even adidas athletes were swoosh ambassadors.

THE Impact
We helped adidas create an authentic connection between sports and culture. We took Seattle's rich musical heritage–the birthplace of Jimi Hendrix, Pearl Jam, Nirvana, etc–and created the “adidas Summer Bash.” A fictitious event that we could actually hype.