Adicolor: Guerilla Campaign
I went to this Adidas exhibit, which was to give me the "ultimate" experience of making me feel like I'm one with the "in" crowd. When I first arrived to the address 267 Canal Street, I walked into 2 stores, and asked about the Adidas exhibit. This Chinese man, who couldn't speak English told me to follow him, so I did. He walked through the store to the back, and crossed the street and into another entrance to a basement. I started to feel that this wasn't legit, and was wondering if this was a place where they sold fake Adidas. But then, at the end of the hallway, I saw this colorful videotracking projection and a ultra-contemporary sculpture that had Adidas stamped all over it. The experience was pretty effective in making me feel pretty "cool" that I knew about this event, and "special" that I was part of this covert operation. The tennis shoe line emulate printmaking business model, where some shoes are limited edition, and the same went for the athletic jackets. There were some commercial to underground grafitti artists tagging shoes, and popular artists like "Fafi, a French grafitti lady artist. "Fever 1," a dancer, hired for this 2-week event, pitched a great story/sale.