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COMPLEXCON - ADIDAS x PUSHA T
Creative Direction, Space Design, Production, Programming
Michael Reynolds, Jessica Anderson, Andrew Davis, Lauren Wilson
Long Beach California
At ComplexCon 2018, adidas Originals underscored its roots in music with the adidas Sound Labs Grant experience, created in collaboration with Pusha T. In addition to releasing his EQT Cushion 2 sneaker at the show, the hip-hop star and streetwear mogul met with 12 aspiring artists from Los Angeles, all of whom were vying for the adidas Originals Sound Labs Grant for musical development. The artists played their music for Pusha and discussed their work, all within a replica penthouse office setting inspired by an old-school Wall Street-meets-modern culture vibe. Only five musicians made the cut after two days of listening sessions, with a winner slated to be selected in early 2019. The activation space was reserved for Pusha, but connected to a retro bank vault where regular attendees could grab a key and unlock exclusive adidas and ComplexCon merchandise.