event management, production assistance

Goodbye Gravity

Wearing adidas UltraBoost 20, created in collaboration with the International Space Station, Finish Line’s top Influencers and Winners Circle Members escape Planet UB20 in a next-level AR experience.

Creative Process

Fuse futuristic design, collaborative problem-solving, and immersive tech into a one-day escape room experience that brings space exploration within reach.

Hosted exclusively for Finish Line’s top influencers and Winners Circle members, the event merged adidas UltraBoost 20’s partnership with the International Space Station with a high-concept, AR-powered adventure.

Set in a space-inspired environment, guests were challenged to work together to “escape Planet UB20” through a series of interactive puzzles, each unlocked via augmented reality. Every moment was engineered to reflect the surreal, theatrical, and tech-forward essence of space—something vast, unattainable, and awe-inspiring.

The experience concluded with hands-on product interaction, customization, and a shared sense of triumph, all grounded in the spirit of innovation and collaboration that defines both the adidas brand and the future of exploration.

Georgia Freight Depot during Destination Atlanta with stage, crows, and VIP area in scene

Guest Journey

Welcome to the Mission

Guests arrive and check in at a gated entrance, verifying their invite and receiving wristbands for entry. Branded graphics and LED-lit signage guide them in, setting the tone for an exclusive experience.

From there, they enter via a loading dock ramp—a hidden, “secret” entrance that heightens the sense of discovery. At check-in, guests receive personalized ID badges, granting them access to the immersive escape room experience and their new adidas UltraBoost 20s at the Preflight station.

Preflight Protocol

Inside Studio A, guests are welcomed with a striking footwear display that showcases the adidas UltraBoost story—from design and heritage to its ISS collaboration and future product preview.

Pedestals and large-scale graphics create a visually immersive threshold, guiding guests toward the Escape Room while holding the space for discovery.

At the Preflight counter, guests present their ID badges to receive their new UltraBoost 20s. A modular seating area invites them to try on their pairs, stow personal items in lockers, and gear up for the mission ahead.

When not inside the Escape Room, guests relax in a lounge environment with music, drinks, and conversation. As the event progresses, the check-in and Preflight areas seamlessly transform into additional lounge space—turning every corner into part of the experience.

Planet UB20: The Simulation

Guests step into a retro-futuristic, minimalist space modeled after a sci-fi Mission Control. At the center, a ring of interactive consoles surrounds a glowing central table—the intuitive focal point that draws players into the AR-driven experience.

The adventure begins with an Instructor-led briefing, positioning the space as a Mission Control training simulation. After a quick tutorial on activating AR tools, the mission unfolds in three acts:

Act 1: Repair the Ship
Guests collaborate in assigned roles to restore vital systems and get the ship back online.
Act 2: Incoming Message
A mysterious distress signal interrupts the mission, requiring quick decoding and teamwork.
Act 3: Escape
A surprise threat emerges, triggering a race against time as the crew works together to escape safely.

Beyond the Escape: AR Keepsakes

After completing the escape, guests move into a customization zone where they personalize exclusive gear using event-themed patches—some unlocked only through their in-game achievements.

Each item comes pre-branded with the adidas x Finish Line lockup and includes two required patches: a QR code to launch the digital platform and a special AR marker patch that activates animations even after the event. Guests can then choose additional patches to make their gear uniquely their own, extending the experience beyond the event itself.