Prepare for blackout.

With ESPN College GameDay in town for the rivalry game between Louisville and Clemson, we partnered with adidas to build hype among the Cardinal student body. To help prep for what had become a blackout game, we created a mobile makers lab where students could hack shirts and shoes, create custom GameDay signs and share their creation on social with a 360 slow motion video. 

A creatively driven, exclusive event like this demanded a different approach in spreading the word. A mysterious snapcode began to be distributed from our campus agent and official UofL social accounts that eventually led students to the event details. Leveraging campus influencers campus, we seeded over 50 pairs of custom Louisville Ultraboosts alongside invitations to the event. 

Before we knew it students began lining up for the event hours before it opened. 

Hundreds of students would receive free Superstars, Stan Smiths, shirts, bags and even limited edition custom edition Louisville Ultraboosts, where they then had the chance to customize their gear in our mobile makers lab, all while hanging out to tunes from official UofL DJ K-Dogg. 

"Everyone was talking about it at our tailgate. For people that didn’t come, they definitely felt like they missed out.” —UofL Student

After customizing their gear, students were able to capture 360 slow motion video to share on their social channels.

“The atmosphere was absolutely electric.. this was one of the best creative executions by an athletic brand that I have been to.” 
Karen Freberg