EQT needed to grow past the big cities, and adidas had no clear read on the smaller ones.
adidas took EQT on a four-week tour of concerts and pop-ups across Tier 2 cities.
2017
EQT Tour
SSP traveled to Miami, Detroit, Atlanta and Chicago to lead content capture at each stop, and ran focus groups with local creators on the retail landscape and where the market could grow.
Each city’s best creators posted the ticket links, every show sold out, and product page visits grew in each city.
