747 Warehouse St

Nine franchises in one weekend, all talking over each other in the loudest week in sports.

At 2018 NBA All-Star Weekend, adidas Originals activated nine franchises, from EQT to Pharrell to Y-3, with basketball as the throughline, in front of over 100,000 guests, hundreds of media and millions watching at home.

As Publishing Manager, SSP wrote the social copy and briefed content creators matched to each franchise by their niche, so every franchise reached its own crowd inside one story.