Home of Classics

Home of Classics was a one-day experiential retail and cultural activation at Mall of America, presented by adidas Originals in partnership with JD Sports. Designed to celebrate adidas’s most iconic footwear silhouettes, the event extended beyond retail into a large-scale public showcase that blended heritage storytelling, fashion, and live music. Anchored by a runway presentation and live performance in the Mall of America rotunda, Home of Classics brought adidas Originals’ legacy to life in one of the country’s most visible and high-traffic environments.

As Event Manager for Home of Classics, our approach focused on designing an experience that could scale across multiple environments while maintaining a cohesive brand story. We worked to align adidas Originals’ heritage narrative with JD Sports’ retail presence and the unique spatial opportunities of Mall of America, ensuring the experience felt intentional rather than fragmented.

This included overseeing the integration of in-store product storytelling with a large-scale runway and performance in the rotunda. We collaborated cross-functionally with internal adidas teams, JD Sports partners, production crews, and mall stakeholders to manage logistics, talent coordination, and audience flow across both spaces. From creative alignment and visual merchandising to run-of-show planning and day-of execution, our role centered on ensuring every element worked together seamlessly under live-event conditions.

Inside JD Sports, guests were welcomed into a curated retail environment that celebrated the Home of Classics collection. Exhibition-style displays paired iconic silhouettes with storytelling around design, influence, and longevity, inviting shoppers to engage with the product on a deeper level. Brand ambassadors guided guests through the collection, blending discovery with hands-on try-on and purchase opportunities.

As the day progressed, attention shifted to the Mall of America rotunda, where the experience expanded into a large-scale public showcase. A custom runway installation transformed the open space into a fashion and performance venue, drawing crowds from across the mall and signaling a moment worth stopping for.

Models took to the runway wearing adidas Originals looks styled around the Home of Classics collection, translating heritage footwear into contemporary fashion narratives. The setting elevated the silhouettes from retail product to cultural statement, reinforcing their timeless appeal.