Toast Events & Ranveer Singh Rock the Launch of Exclusive Adidas Originals Store

Marketing | May 4, 2017 | News

Toast Events Adidas

Toast events in creative collaboration with Adidas, launched the new Adidas Originals exclusive store at High Street, Phoenix on April 29. Interestingly, this event was not a typical store launch, and the highlight was the launch of Kanye West’s acclaimed Yeezy collection.

As part of the launch event, a silent raffle was held during the day for over 250 people who vied for a pair of the limited premium Kanye West’s Yeezy Boost collection. By 4 PM, people were lining up outside the store for a chance to buy a pair.

In addition to the silent raffle, Toast Events planned the event creatively showcasing the brand and utilizing the space in an interesting format. The roof of the store was designed to be the main stage area to keep the store and Ranveer Singh in view.

Ranveer appeared on stage in disguise, wearing apparels and accessories made from Adidas Originals shoes, much to everyone’s intrigue, before shedding his disguise and playing to the entertained crowd. Multiple cameras captured the event including an aerial view from the mall’s rooftop.

Giving the crowds a true brand and Ranveer flavour, a T-Shirt gun enabled Ranveer to shoot merchandise towards his fans and also shower vapor creating an interesting element. Ranveer interacted with the audiences announcing the store and details about the new Yeezy collection before moving into the store for one-on-ones with the media along with a private soiree for brand representatives.

The launch party was visited by the who’s who of the town as more shoes from the Yeezy collection were sold.

Parallel to the Mumbai store launch, the raffle was hosted in Delhi and Bangalore simultaneously, awaiting limited wager fans to buy them.

By the end of the evening, the entire collection had been sold out across the country.

Commenting on the event, Sandeep Pawar, Operations Lead, Toast Events said, "Working on the event was a great experience as we got to push ourselves to do something different from what the audiences have seen before. The store being located close to the entrance, challenged us to plan crowd holding. Gearing for the big launch the store was seamed with extreme led light bars, making sure the store was highlighted for all to see. The vapor and t shirt gun, created a wow experience for the fans awaiting the store to be unveiled."

The event was not a typical store launch, and the highlight was the launch of Kanye West’s acclaimed Yeezy collection.

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