Donovan Mitchell

donovan

mitchell

experiential

Design

2015

& product

Activation

at comic-Con

(Project 01)

Introduce the world to Donovan Mitchell, through a nation-wide tour leading up to the release of his first pro model.

Promoting Donovan first meant promoting his message: Determination Over Negativity, or D.O.N. for short.

Introducing D.O.N.

01/03

A Hero for the People

To build buzz around Donovan Mitchell, we first began promoting his message of perseverance: Determination Over Negativity, or D.O.N. for short

02/03

Spreading The Message

Donovan went across the US, donating gear and resources to local fans, coaches and community members that had used Determination to Overcome Negativity in their own lives.

03/03

Heroes in the Community

For an extra special tour stop in New York, we created a series of awards honoring members of the community who, like Donovan, are making a positive impact.

Define - 02

The Road to Comic-Con

From New York to San Diego

While Don toured the country, we developed the Comic-Con product-launch experience in San Diego.

We created an experience that catered to sneakerheads and comic book fans alike.

01/03

Design

The overall booth design strategy helped inform placement and purpose of the exterior wall. We leveraged its positioning to showcase product and capture the attention of onlookers as they passed by. The shoes were framed in neon showcasing their amazing silhouettes to all whom passed by.

Storytelling

Each shadowbox highlighted a different Spider-Man persona and shoe colorway. For example, the Iron Spider display was adorned with iron rivets on borders and received an Iron periodic table graphic (among others) applied to it, while the Stealth display received a shadowed silhouette graphic theme throughout.

Experience

The product showcase gave people an opportunity to enjoy the shoes, discuss them with friends, and engage with them in a fun and immersive way.

But wait!

There's More!

(Adidas NYC Retail)