To support the limited drop of NYC-inspired UltraBOOSTs, we brought Action Bronson to the streets of NYC to deliver UltraBOOSTs to sneakerheads via a custom Bodega Truck.

Following hints dropped via geo-targeted tweets, sneakerheads raced throughout the city to find Action and the Bodega truck for a chance to cop their limited-edition kit which included the NYC UltraBOOSTs and extremely limited custom merch. The stunt generated a ground-swell of buzz around the new UltraBOOST, causing a massive up-tick in sell-through at retail and on dotcom three days later.

MY ROLE

• Led all account management, serving as the single point of contact for adidas

• Managed creative team, additional project managers, production, and post production teams and served as the single conduit between all parties

• Collaborated with creative team leads to develop and sell-in the campaign’s strategic position and approach

• Developed and managed the overall project budget

• Engineered the overall project timeline and directed teams to provide an on-time in-full project delivery