Goodbye Gravity

Goodbye Gravity was an immersive brand experience presented by adidas in collaboration with Finish Line, inspired by the space-tested innovation behind the adidas UltraBoost 20, created in partnership with the International Space Station (ISS). Through a next-level augmented reality experience, Finish Line’s top influencers and Winners Circle members were invited to escape Planet UB20, engaging with interactive installations and product storytelling designed to spark curiosity, movement, and exploration. By translating a bold innovation narrative into a tangible, consumer-facing moment, Goodbye Gravity reinforced adidas’s commitment to performance, creativity, and pushing boundaries through experiential design.

As Event Manager for Goodbye Gravity, an experience built around adidas’s collaboration with the International Space Station (ISS) and the launch of space-inspired Ultraboost product stories, the initiative wasn’t just a product launch; it was an opportunity to bring the brand’s forward-thinking performance narrative to life across physical and digital platforms, creating a sense of exploration and excitement for both internal stakeholders and external audiences.

On the operational side, we led cross-functional coordination for event timelines, partner deliverables, and experiential setups, from briefing creative agencies to managing execution touchpoints. Our role required balancing strategic alignment with agility, problem-solving in real time, and maintaining clear communication across internal teams and external collaborators. The outcome was a high-impact launch that connected product narrative with cultural curiosity and reinforced adidas’s role at the intersection of sport, innovation, and experiential engagement.

From the moment guests arrived, Goodbye Gravity unfolded like a mission in progress.

Entry began at a gated check-in, where invitations were verified and wristbands issued beneath branded graphics and LED-lit signage. The tone was immediately clear. This was not a typical event, but an exclusive experience. Guests were then guided up a loading dock ramp and through a concealed entrance, a deliberate detour that heightened the sense of discovery and signaled their departure from the ordinary.

At check-in, each guest received a personalized mission ID badge, their key to access everything ahead. The badge granted entry into the immersive escape room experience and set the stage for Preflight, where guests would gear up with their adidas UltraBoost 20s before launch.

Inside Studio A, the Preflight Protocol began. A striking footwear display traced the UltraBoost story, from its design heritage to its collaboration with the International Space Station and a glimpse into future innovation. Large-scale graphics and product pedestals created a visual threshold, guiding guests deeper into the space while allowing moments of pause and exploration.

At the Preflight counter, guests presented their ID badges and received their UltraBoost 20s. Modular seating invited them to try on their shoes, store personal items in lockers, and prepare for the mission ahead. When not inside the escape room, guests gathered in a lounge environment layered with music, drinks, and conversation. As the event progressed, Preflight and check-in areas seamlessly transformed into additional lounge space, ensuring the experience felt continuous and alive at every turn.