Serving as the NBA’s official on-court apparel provider for yet another season, adidas brought a layered experience to the 2016 All-Star Weekend experience in Toronto, Canada.
Setting up camp in the heart of “The 6,” the brand employed mysterious red and blue lighting to faintly illuminate the entrance to The Vault, a basement event space on 250 University Avenue. At first glance, one might not have known what to expect, but emerging into the intimate space, adidas Basketball offered a bright, interactive experience at their exclusive VIP suite. And while large video projections, logo-laced lights, glass displays, and hor d’oeuvres were notable add-ons, that was only the surface of the adidas presence at the annual celebration of the NBA’s brightest stars.
In addition to the suite – where guests racked up on adidas gear and got to check out the latest sneaker releases from James Harden, Kyle Lowry and adidas Originals – the brand also gave back to the community. Minnesota Timberwolves star and Toronto native Andrew Wiggins paid it forward to his hometown City of Vaughan by investing in their local Dufferin Clark Community Centre. Inviting hundreds of children to the center to debut updates to the facility, including new hoops and a scoreboard, refurbished benches and equipment, and a remodeled youth room. Wiggins and adidas also signed a multi-year deal to provide sneakers, equipment and uniforms to local basketball leagues. The event also featured basketball activities for the guests to enjoy.
Creating opportunity.@22Wiggins returned home to give back to Dufferin Clark Community Centre.#NBAAllStarTOhttps://t.co/fOymO7pb7s
— adidas Basketball (@adidasHoops) February 16, 2016
Harden also got in on the giving back. Inviting basketball players from Markham’s Bill Crothers Secondary School to the VIP suite, the Houston Rockets star engaged in one-on-one discussions, a photoshoot and the unveiling of his Crazylight Boost 2.5 PE kicks. Toronto Raptors star Kyle Lowry also met with fans at the adidas Store in Dundas Square for some special face time.
For the kids.@JHarden13 showed love to a Toronto High School squad today.#NBAAllStarTO pic.twitter.com/WPwdltDpQj — adidas Basketball (@adidasHoops) February 13, 2016
For the Six.@Klow7 met fans and showed off his #NBAAllStarTO #CrazylightBoost 2.5 at the adidas Store today. pic.twitter.com/Bo1UQk9MVj
— adidas Basketball (@adidasHoops) February 12, 2016
Check out photos from the adidas VIP suite above, and watch more footage from the adidas experience at the 2016 NBA All-Star Weekend below: