Marvel x adidas
Heroes Among Us Launch

An intersection of culture.

In celebration of Marvel’s Avengers: Endgame, adidas partnered with Marvel to launch the Heroes Among Us basketball shoe collection.

The idea: a collision of cultures. Comic book and NBA fans collided for a themed sneaker drop over the nostalgia of flipping through comics and playing classic arcade games. The capsule space provided shoppers an opportunity to create their own digitally illustrated comic book cover and test their might in a hoops tournament for a chance to win a pair of the new sneakers.

Placing the capsule opposite of one of Toronto’s busiest movie theatres during the opening week, and leveraging both adidas and Sport Chek’s social media, we captured the attention of MCU fans and shoppers alike. Sales surpassed expectations with 12x more purchases than the previous partnership launch. The fans assembled.