Adidas Celebrates High Profile Forum Trainer Drop with Major Activations

Havas Annex’s new work is celebrating THE OG premium basketball sneaker, the adidas Forum - a streetwear icon that rallied and propelled the burgeoning NYC streetwear community when it debuted in 1984. This undeniable heritage as a culture-forward sneaker is something the agency drew inspiration from for new work that is debuting this week, to celebrate and build hype around a series of high-profile Forum drops slated for summer 2022.

The idea behind it is to celebrate and create safe environments, or forums, for people, ideas, and subcultures to find their space within the world. Because culture is shaped by the people - they just need the right forum.

The campaign came to life with two major activations:

‘Forum Forever’ is a New York exclusive pop-up exhibit featuring 16+ different artists, archival and newly released adidas Forums, and three live programming nights (June 6th-8th). It’s an immersive experience celebrating the adidas Forum sneaker through artful expression and rediscovery – giving artists a forum to express the impact the adidas Forum and New York has had on them.

The pop up was free and open to the public June 3rd-12th.

In May, to accompany the drop of the M&M’s x adidas Forum low sneaker, Havas Annex launched a citywide scavenger hunt across an NYC staple – bodegas. Participants had a chance to win a pair of these exclusive sneakers as well as other prizes.