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From Celebrity-Branded Schoolbus Shops to Underground Sneaker Events

 - Feb 22, 2018
These sneaker brand activations range from celebrity-backed mobile shops to underground sneaker events. While adidas Originals recently launched its latest EQT BASK ADV shoe inside an underground parking garage in Toronto, Canada, Rihanna took her Puma line on the road with a Fenty University Mobile Pop-Up. The scholastic activation was hosted inside a school bus that was transformed into a retail space on wheels.

Other sneaker brand activations to note include the Nike Makers Experience, an interactive, in-store sneaker creator which allowed consumers to virtually project a print on a plain Nike Presto X shoe. Once they decided on a print they liked best, visitors were able to order their shoe of choice instantly, and received a custom-made version of the design in just 90 minutes.

Other notable examples include a recent Alexander Wang x adidas Originals stunt which included a branded basketball court that was built from luxe black marble.