ATA’s Review of Adidas’ 747 Warehouse St. Experience
Adidas 747 was an epic event. Spanning several blocks surrounding and within the old American Apparel manufacturing building in downtown LA, Adidas went all out to represent during this year’s NBA all-star game. ATA was there for the first day, Friday February 16, 2017.
While we were, excited to check out artists like Stormzy, Pusha T, and NERD and check out the Adidas A.V. art exhibit housed in the American Apparel Building, it was clear that the majority of the heads there were to try and win the exclusive (and some not so exclusive) kicks available to purchase if you won the lottery to do so.
The lottery was simple. Your entrance ticket was a bracelet assigned to you that you had to register online with your information. Once inside, there were random spots throughout the grounds and exhibits where you could wave your bracelet and enter a lottery for the particular shoe displayed above the bracelet sensor. The lotteries took place every hour, so you could get back into different lines every hour to try and win the kicks you wanted. We ended up going through every line once but didn’t win a single lottery. Most people it seemed, just kept switching lines in an effort to win something they still had to buy.
Despite ridiculously long lines and waits for almost everything, except the concerts, everyone was surprisingly nice, polite, and mellow. In fact, we didn’t see any tension, at all. Even the East (2 Chainz) vs West (Snoop) hip hop celebrity basketball game was friendly (and pretty sloppy and boring).
The A.V. art exhibit (including the BAPE exhibit) was dope and definitely worth the wait. Check out our pictures below.
Since there were barely anyone watching the concerts, we got right up front for Stormzy, Pusha T., and N.E.R.D.
Stormzy hit the stage around 4:30 p.m. to maybe 100 people. He was clearly upset at the number of heads watching, but he still brought it. With only a few heads really feeling him, the show only lagged because Stormzy’s energy wasn’t being reciprocated by the miniscule crowd. Notwithstanding, it was an absolute treat to watch the new grime king, just a few feet from the stage.
Competing with him closely was the sign language interpreter, who was straight gangster.
By the time Pusha T hit the stage several hours later, the crowd had filled out somewhat. Pusha T was all business performing classic Clipse tracks like Grindin’ mixed with his solo tales of hustling.
N.E.R.D. are superstars. I had always appreciated Pharrell, but once you see him live, you realize that like a handful of people, he was simply born to perform. N.E.R.D. played an epic set that catalyst with Lap Dance and Rock Star.
Adidas 747 was a colossal effort from Adidas to connect with their consumers through a unique and lit event. Hopefully this will be the first of many similar events.