Adidas aimed to use hype marketing and exclusive access to uniquely promote NBA player James Harden’s signature shoe months before its launch to the public.
Brig teamed up with Tool’s integrated team to create this killer 4D 360-VR experience. James Harden himself participated in the experience, which was complete with haptic feedback and gave users the opportunity to go one-on-one with Harden, among many other first-person, immersive on-the-court activities.
The campaign included the deployment of Gear VR headsets to retailers all over the world— including China, Italy, France, and Greece— to demonstrate the product’s features. The result was a word-of-mouth publicity like no other. It was Adidas's most successful shoe launch to date.