On Friday, February 16, the three-stripe brand kicked off an unprecedented festival in basketball culture in Los Angeles. adidas’ 747 Warehouse St. created quite the buzz on social media, way before they even announced performances by the biggest names in music, exclusive product drops and appearances from basketball stars. After that, it easily became the most anticipated event during the NBA All-Star Weekend.
adidas managed to create their own universe in the heart of Los Angeles, where everyone could feel like they were experiencing something very special.
Everything that happened here at #747WarehouseSt embodies adidas’ belief that basketball is never just a game, it’s much more: creativity, innovation, music, community, sport and style. This event represents the ultimate intersection of sport and culture, and embodies the best of adidas in one place.
Photo by Neilson Barnard/Getty Images for adidas
Right after 747 Warehouse opened its gates, we were brought to the center of the basketball experience at the Hu Court, designed by Pharrell Williams. Snoop Dogg and his team of West Coast rappers (including Chris Brown, Problem, Snap Dogg, David Banner and more) took on 2 Chainz and his squad from the East Coast ( Lil Dicky, Jadakiss and Quavo, among others) in an all-rap basketball game. Uncle Snoop’s crew beat 2 Chainz’s team and took the trophies.
Photos By Oleg Bogdan
The warehouse with the installations for Parley, Y-3 was one of the coolest experiences. adidas provided an opportunity to listen to a diverse group of celebrity creators discuss creativity, basketball and more. Fashion designer Alexander Wang showcased his take on basketball footwear and apparel exclusively at his custom-designed Wang court.
Sound Lab was definitely a perfect space for all the music lovers. Any guest could use a custom adidas interactive music-making program, which allowed them to create custom beats that they could keep and share with anyone. Sound Lab’s mission is to give the next generation the resources, freedom, and knowledge of the music industry they’ll need to become the artists, producers, writers, and creators that they are meant to be; while providing the confidence and exposure to take their creativity into their own hands and shape the sound of the future.
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Photos by Neilson Barnard/Getty Images for adidas
And last, but not least: Live music performances by Kaytranada, Tory Lanez, French Montana, Stormzy, Pusha T, and the headliner (that we, as huge fans of Pharrell Williams, were waiting for the most) – N.E.R.D. (this performance was even more anticipated after the Pharrell-led group released its first album, NO_ONE EVER REALLY DIES, in almost a decade). N.E.R.D. wowed the crowd with a lot of energy, amazing sound and new songs, as well as the biggest hits, including “”She Wants to Move,” which made the audience go wild.
We can’t wait to see what Day 2 brings. Stay tuned for our YouTube video from #747WarehouseSt and follow us at @surfingsoundwaves.
photos by Oleg Bogdan
Recap by Irina Liakh
