J.CECH
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adidas Harden Vol1

To launch James Harden’s first signature shoe with adidas we created a perception-altering court inspired by the mind of Harden himself.

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We then engaged the basketball obsessed teen by inviting them to #GlitchCourt Challenge, a tournament-style battle, showcasing their disruptive moves and personal swagger.

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 The action was captured onto HypeReels for each player, and shared socially, influencing NYC and beyond.

The action was captured onto HypeReels for each player, and shared socially, influencing NYC and beyond.

 In a world of conformity, giving these young athletes the empowerment to create and express their style made a deep connection to each other, their city and the brand.

In a world of conformity, giving these young athletes the empowerment to create and express their style made a deep connection to each other, their city and the brand.