Before the presentation began, the wraparound screen behind the stage projected a timeline of shoe images, evoking the history of the Adidas brand.
Photo: Courtesy of Adidas
On February 13, Adidas took to New York's Jacob K. Javits Convention Center to launch its new shoe-cushioning technology, Boost. Aimed at members of the media, the unveiling took place on a tiered stage scrawled with bright yellow buzzwords—including "endless energy"—that described the product's intended effects. Wearing the same black-and-yellow hues that went into the set design, models held up the new shoes for the audience to see. Henry V handled production; Sportsmark was in charge of hospitality.
![For the after-party, Event Eleven built three 30-foot pagodas and hung 300 lanterns from the ceiling. They also brought in a 20-foot-tall bonsai tree and a variety of 30-foot red maples, along with other greenery and foliage. '[It all] helped create the organic atmosphere and helped transport guests into a gardenlike room,' said Schubert.](https://img.bizbash.com/files/base/bizbash/bzb/image/2024/02/Shogun.41_f.65dba8f23433b.png?auto=format%2Ccompress&dpr=2&fit=crop&h=167&q=70&w=250)
