Case Study
Destination Atlanta
Destination: Atlanta was a free, one-day cultural experience presented by adidas Originals in collaboration with Journeys, to celebrate Atlanta’s influence on music and creativity. The event brought together live performances, immersive art, and interactive brand experiences. By centering local talent and authentic community connection, Destination: Atlanta reinforced adidas Originals’ presence in a key cultural market while creating a memorable gathering shaped by the city itself.
Overview
The event transformed a vast parking lot near the Georgia Freight Depot in the historic Underground Atlanta area into an immersive music experience that included interactive stations such as a “Maker Lab,” a “living art” wall, foam towers and more.
The event included live performances from Lil Yachty, Kodie Shane, Marlo, Jamee Cornelia and Mike Floss and featured DJ sets by Heroes x Villains and Ferrari Simmons. Lifestyle influencer Kenny Burns emceed the event.
Client
adidas Originals and Journeys
Agency Partner
Starch Creative
My Role
Event Manager, adidas
Date
September 28, 2019
Approach & Contributions
As Event Manager for Destination: Atlanta, adidas Originals’ cultural collaboration with Journeys, we led the event with a focus on authentic cultural connection and strong operational execution.
We helped shape the overall creative direction, making sure the programming, talent, and activations reflected adidas Originals’ values of creativity, self-expression, and cultural relevance. Working closely with Journeys and internal teams, we focused on telling a cohesive brand story that felt native to the local community rather than imposed on it.
On the execution side, we coordinated cross-functional teams across production, marketing, security, operations, and brand.
By centering the experience on local culture and keeping it free and accessible, Destination: Atlanta strengthened adidas’s connection to the Atlanta community and left a lasting impression well beyond event day.
The Results
On a warm September day in Atlanta, a historic warehouse space transformed into a living expression of music, movement, and creative energy. Destination: Atlanta was a one-day cultural gathering presented by adidas Originals in collaboration with Journeys, created to celebrate the city’s deep influence on contemporary culture.
Set inside the Georgia Freight Depot, the event brought together artists, creators, and community members for a free, open-to-the-public experience rooted in accessibility and authenticity. Live performances anchored the day, led by Atlanta native Lil Yachty, whose presence underscored the city’s role as both muse and megaphone for new creative voices. Emerging local artists and DJs filled out the lineup, creating a soundtrack that felt distinctly Atlanta.
Beyond the stage, the space unfolded as a series of immersive moments. Guests moved through live art installations, interactive maker spaces, and lounge environments that blurred the line between festival and cultural showcase. adidas Originals’ presence was woven throughout, not as a backdrop, but as a participant in the experience, inviting self-expression, exploration, and connection.
Destination: Atlanta was not designed as a traditional brand event. It was a gathering shaped by the rhythms, aesthetics, and voices of the city itself. By centering local culture and keeping the experience free and inclusive, the event reinforced a deeper relationship between adidas and the Atlanta community, leaving behind more than a single day of programming. It left a shared memory of what happens when a brand shows up with intention, listens first, and builds space for culture to lead.
On Til Morning.
Location
Portland, Oregon