TOKEN INTO CULTURE

adidas x HXOUSE — Lead Design, Experiential Design

‘The Forum’ and ‘The Superstar’ have always been integral to basketball culture. We want to reshape how customers and audiences associate basketball culture to adidas as a brand - overall recognition of history.

The “Token Into Culture” campaign is a bridge, an invitation, using ‘The Forum’ and ‘The Superstar’ as a literal and metaphorical token into culture. The campaign aims to highlight fashion as a piece of identity, as part of a larger community and culture.

A campaign using ‘The Forum’ and ‘The Superstar’ as an invitation into culture for all generations.