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.
