Launch night in a red room.

adidas and DICK'S launched HYPERBOOST in Los Angeles in March 2026. It is a running shoe, and a running shoe launch has a simple problem: the product does its best work while it moves. So launch night ran in a red room built around a treadmill.

Put the product to work

A launch room should show what the product does. For a running shoe, that means running. A treadmill puts the shoe in motion in the middle of the room, under the lights, where every guest and every camera can see it. Guests do not have to imagine the shoe at work. They watch it. That is the difference between a launch party and a launch.

The red helps too. One color across the whole room gives every frame the same look, from the teaser to the stills. When the work hits the feed, it reads as one night.

What we made from one night

• A teaser
• A reel of launch night
• Launch stills
• Two athlete films

Four kinds of film and photo from one night means the launch keeps working after the room is struck. The teaser runs before. The reel and the stills carry the night. The athlete films give the shoe a person to follow.

Why athlete films matter

A launch night is a moment. Athlete films turn it into a story people can follow after the room goes dark. They give the shoe a face, a pace and a reason, and they keep running in the feed long after the guests have gone home.

Plan coverage like a show

Launch nights move. Guests arrive, the athlete runs, the room fills and empties. That is how we plan any launch night: each piece gets its moment on the run of show, so nothing is left to luck and every format is covered before the room goes quiet. Plan the teaser first. It has to run before anyone has seen the room.

Then Knoxville

HYPERBOOST did not stop in Los Angeles. In July 2026 we shot it again for adidas and DICK'S in Knoxville: a two day shoot with drone, RED Komodo and iPhone, a set of 158 stills for the client and a vertical film. Two cities and two very different settings: a red room in Los Angeles and a college town in Tennessee. The shoe was the same, and so was the standard.

For your launch night

• Show the product doing its job, in the middle of the room.
• Pick one look and hold it, so every frame belongs to the same night.
• Plan the teaser, the reel, the stills and the athlete films before the doors open.
• Think past the night. A good launch room keeps paying off in the feed.

We have made launches with adidas for more than ten years, renewed every year. HYPERBOOST is one of the most recent.

Launching a shoe, or anything that moves? Book a call. Tell us the product and the date, and we will build the night around it.