adidas Celebrates Creativity in Football with The Mercury Centre
- Mercury Centre to host appearances from football stars, artists and musicians -
- Centre to feature projects showcasing technique, skill, design style and entertainment -
- Launch of Mercury Centre designed to celebrate "First Never Follows" campaign -
adidas today unveiled The Mercury Centre, a three-day incubator for creativity in football. Located within the Barker Hangar at the Santa Monica Airport, LA, The Mercury Centre opens on the heels of the brand's latest breakthrough football footwear launch across X, Ace and Messi known as the Mercury Pack, and the "First Never Follows" campaign.
Existing as a catalyst for firsts in football culture, The Mercury Centre brings together various subcultures that have permeated the sport in the United States. In this space, adidas will develop and exhibit several projects aimed at delivering firsts in the fields of technique and skill, design, style, technology, and entertainment.
Field of Firsts
In partnership with motion graphics artists, adidas has created an unprecedented approach for playing and documenting the beautiful game. Utilising a unique aesthetic, an adaptable football pitch will live alongside a large interactive screen that players can use to test their limits on the field.
A team of customisers featuring Chain Gang LA and The Shoe Surgeon will collaborate with attendees to make one of a kind, personalised apparel and footwear. The customisation team will also produce a set of bespoke pieces for world-class adidas football players and special recipients.
Illustrators and Design
Expressing themselves with pens, patches, and screen-printing, a team of illustrators and designers will produce custom pieces of apparel for Mercury Centre attendees.
In collaboration with Guillermo Andrade of Four Two Four on Fairfax, adidas will create a series of custom jewellery pieces to celebrate this summer's biggest moments and the players who will make them happen.
Coupler MFG will reimagine traditional pieces of football equipment and fabricate them onsite.
Odd Division will utilise adidas' miCoach Smart Ball technology to develop a virtual reality experience and three dimensional sculpture created from data kicking the ball.
Joe Kay, founder of Soulection, will create soundscapes and DJ sets in real-time as the event progresses.
The Mercury Centre is open for select guests through June 3, 2016, with appearances from football stars, artists, musicians, and Los Angeles-based personalities over the course of the event, leading up to a special viewing party for the United States vs. Colombia Copa America match on Friday night.
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Simon BristowPR Director / Herzo NewsroomGermanySimon.Bristow@adidas.com+49 91328473703
Alan McGarrieGlobal PR and Social Director for FootballGermanyalan.firstname.lastname@example.org+49 9132 84 4686