Adidas x CLOT:
Showroom Activation & Seeding
A culturally grounded seeding experience designed to introduce a global collaboration by inviting tastemakers into the world of Edison Chen.
Agency: Optimist Inc.
Role: Project Manager
The Context
To support the global rollout of Adidas Originals x CLOT by Edison Chen, Adidas hosted a high-touch seeding experience in their Los Angeles seeding suite.
The collaboration introduced two new Superstar silhouettes inspired by classic suiting and tailoring which aimed to reimagine streetwear through a more refined, elegant lens. The experience needed to reflect this evolution, positioning the product not as hype-driven footwear, but as an expression of identity, taste, and cultural fluency.
At the heart of the campaign was a clear ambition: to welcome consumers into the world of Edison Chen—where streetwear meets sophistication.
The Strategy
Insight
When a collaboration is rooted in cultural heritage, slowing the moment down creates space for meaning. Craft, symbolism, and environment should lead the story and journey.
What we did
Designed a salon-inspired environment rooted in tailoring, refinement, and cultural study
Used warm textures, layered materials, and considered details to echo the collection’s suiting influence
Choreographed a slower guest journey that invited intentional exploration and natural content capture
Guardrails
The experience needed to feel respectful, elevated, and globally fluent, with craftsmanship and symbolism taking precedence over hype.
The Experience
The seeding experience unfolded within a vintage, salon-inspired setting that blended heritage decor, regal tones, and tactile materials. Guests moved through the space with their assigned Adidas representative, who guided them through the collaboration and explained its cultural significance.
Custom roll-top seeding bags, dramatic florals, layered rugs, and warm lighting reinforced the campaign’s tone. Classy, confident, and quietly sexy. The environment reflected the collection’s philosophy, encouraging guests to see familiar staples through a more elegant perspective.
Toward the end of the experience, guests were seeded their own pair of Superstar CLOT and invited into a lounge area to try them on, creating a moment that felt closer to a private fitting than a traditional product handoff.
Social Proof
Impact
Premium, high-touch engagement with select tastemakers
Organic social content centered on the product and experience, driving excitement and anticipation among followers and fans
Reinforced perception of the collaboration as elevated, intentional, and culturally grounded
The experience successfully translated the campaign’s ambition into a physical moment which set the tone for the global rollout without relying on volume or hype.
My Role
I managed project timelines, budgets, and cross-functional coordination while overseeing vendor logistics and on-site production. I served as the primary liaison across internal teams and external partners, helping ensure execution aligned with the campaign’s cultural intent and elevated product positioning.