We took advantage of the launch of the new brand campaign, “Creativity is the answer” to make Paris La Défense a hotspot for creativity with the Adidas store as its starting point.
To do this, we brought together a community of urban designers for a month of challenges right in the heart of Paris La Défense.
The collective Hit the Road organized urbex runs in the surrounding maze of streets. Beatboxer Eklips challenged players with soccer balls to a rhythmic juggling battle. Juliet Murell, the designer behind VOGA, the sport combining the energy of yoga with the stylish pauses of vogueing, woke participants up with morning sessions hosted on the roof of the Grande Arche. And the collective Sneakers&Chill gave an artistic touch to countless pairs of sneakers entrusted to them by clients.