Game day in Knoxville.

On Friday 4 September 2026, the night before the Tennessee home opener, adidas and DICK'S House of Sport ran a three hour game day activation in Knoxville. We covered the night and cut the first film the same night.

The eve of the opener

The night before a home opener is when a college town is loudest. Fans want to be part of something, and a brand that gives them a place to gather gets invited into the weekend. A Friday night activation catches that energy before kickoff takes it over.

What was in the room

• A pep rally with the spirit squad
• NIL athletes
• Sorority creators
• Fan customization

Each part gave the cameras something real. The pep rally brought the noise. The athletes gave the night faces fans know. The sorority creators brought their own followers into it. Fan customization put the product in fans' hands and made each fan part of the story.

Why fan customization works

Customization turns a product into a keepsake. A fan who leaves with something made for them has a reason to post it, wear it on game day and remember who made it possible. For the cameras, it is a moment with a real reaction.

Three hours, three cuts

• A vertical, out the same night
• A :90 hero sizzle
• A vertical hero

A game day moment fades by Saturday kickoff. The first cut has to land the same night, while fans are still posting their own. The :90 sizzle and the vertical hero carry the night further.

How same night works

Same night delivery is a plan, not a scramble. We decide the cuts before the doors open, shoot to them, and keep the first edit simple: the energy, the people and the product. The longer pieces come from the same footage. If the first cut needs a long edit, it was planned wrong.

Two brands, one night

This was a night for two brands: adidas and DICK'S House of Sport. The coverage has to serve both, the product and the store, and the fans in it. Every cut has to show both brands without reading as an ad for either. We have made adidas work with retail partners for years, from creator campaigns with DICK'S and JD Sports to launch nights like HYPERBOOST.

How our Live work runs

• Plan the moment: run of show, talent and the build
• Build it: sets, rooms and pop ups
• Cover it live: film, photo and social while it happens
• Recap and report: the recap film and the results

For your game day

• Pick the night before the game. Fans have time, and the town is already out.
• Give fans something to do, like customization, not just something to watch.
• Bring in athletes and creators from campus. They bring their own audience.
• Plan the first cut before the doors open.
• Cut a vertical for that night and a hero for the season.

We have made work with adidas for more than ten years, renewed every year.

Have a game, a season opener or a campus moment coming? Book a call. We will plan the night and the cuts it needs.