Agency
Role
Project
IMA
Designer
adidas x Dime: Stan Smith Launch
Launch event and in-store takeover for the Dime x adidas Skateboarding collection — a retro tennis-inspired drop blending streetwear and skate culture.
The activation marked the opening of the new skateboarding section at adidas’ Carnaby Street Flagship, with custom displays, window design, and a launch moment celebrating the collab through space, style, and community.
The activation marked the opening of the new skateboarding section at adidas’ Carnaby Street Flagship, with custom displays, window design, and a launch moment celebrating the collab through space, style, and community.
The Brief
Create an in-store and street-facing experience to celebrate the drop, combining visual elements from the campaign film with product storytelling, community engagement, and playful nods to retro tennis culture.
Street Takeover
We transformed the exterior of the store into a mini tennis court scene — complete with umpire chairs, turf flooring,
and oversized cutout props pulled directly from the campaign video.
We transformed the exterior of the store into a mini tennis court scene — complete with umpire chairs, turf flooring,
and oversized cutout props pulled directly from the campaign video.
Ping-Pong Tournament
In a nod to the campaign video, we set up a branded ping pong table in the skate section.
Guests signed up for a bracket-style tournament, with custom Dime x adidas paddles and miniature handboard versions in play.
Winners took home a curated prize pack from the collection.
In a nod to the campaign video, we set up a branded ping pong table in the skate section.
Guests signed up for a bracket-style tournament, with custom Dime x adidas paddles and miniature handboard versions in play.
Winners took home a curated prize pack from the collection.
Hype Wall Display
We created a full 3D takeover of the store’s rotating “hype wall,” featuring campaign imagery, all four footwear SKUs, a custom skate deck from the campaign,
and oversized tennis props — including a giant branded tennis ball.
The event brought together adidas Skateboarding team riders, friends of the brand, and a surprise appearance by Stan Smith himself — all set to a live DJ set by the legendary Darude.
