Drawing inspiration from underground raves, adidas Originals hosted its latest EQT sneaker release party inside a Toronto hotel's parking garage. The evening celebrated the launch of the brand's new EQT BASK ADV silhouette and featured a guest list of local fashion influencers and a live performance from OVO co-signed producer Boi-1da.
The evening began at Toronto's Queen Street West adidas store location where attendees were driven off to a secret location. Once at their destination, attendees were driven into the building's parking garage and directly into an immersive event space, equipped with green neon lighting, shoe-inspired signage, a private bar, and EQT product displays.
Paying homage to 90s street style looks, adidas' latest EQT model celebrates individuality and authenticity. Its launch event followed this same theme by using immersive and Instagram-friendly elements to engage a Millennial crowd of sneaker fans.
Image Credit: adidas Originals, Bryan Chong