The objective was to create a space and time to tell an impactful story of BOOST that would immerse the attendee and could be packed up, put on the road and be told again and again. Henry V was called in to transform the Javits Center, the W Hotel and Waldorf Hotel into experiential spaces that communicated the product’s message of “Endless Energy." 

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Creating a message of “Endless Energy” required the entire Henry V team: Creative, Production, Logistics and Sales / Marketing to conceptualize and fabricate elements for interactive vignettes. Five, 53’ semi trucks of staging, AV, graphics and interactive features pulled into NYC to tell the story of a revolution in running. The space was set in under three days. The show’s graphics, videos, and presentations were produced in the thirty-two hours prior to doors opening. 

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The 450 attendees of influencers in the sports, fashion, technology, finance and entertainment industries were invited the center to hear the brand’s message from the company’s CEO and Senior VPs of Creative Design & Sport Performance. More than 75 U.S. media including Reuters, CNBC, Bloomberg, Forbes, Dow Jones, Fast Company, ESPN, Details, Teen Vogue, Sports Illustrated for Kids, SELF, Fitness, Elle, Cosmopolitan, BET, Hypebeast, Footwear News, LA Times, Nice Kicks, Counter Kicks, Running Times, Running Network, RunBlogRun, Women’s Running and many more were present to witness the newest adidas innovation.