Fear of God x adidas | Derrick Rose Athletics II Launch

Fear of God, adidas, and Derrick Rose came together for the launch of the Athletics II Basketball at SVRN Chicago. Three brands, three distinct identities, one activation. Our job was to make it feel like one thing.

We made the decision early to treat the space as a museum rather than a store. The shoe sat on a cracked stone pedestal as an artifact, not merchandise. Every spatial and creative decision followed from that one call.

I sourced every Derrick Rose signature shoe ever made, from the adiZero Rose 1 all the way through the D Rose 11 and built a lineage display that told the story of his entire journey with adidas. Mirrors, natural textures, rose elements, LED triptych screens. The space had a narrative and you moved through it.

With Fear of God, adidas, and Rose all at the table, there were a lot of stakeholders pulling in a lot of directions. Our team was the connective tissue that held the vision together and made sure it landed as one cohesive experience.