adidas Tennis Barricade

Context

To mark the 25th anniversary of the adidas Barricade, adidas wanted to celebrate more than just a product milestone. The Barricade has built a reputation through elite on court performance while also earning cultural relevance beyond tennis itself.

The challenge was to honour that legacy in a way that felt authentic, physical, and rooted in the game’s history, while still reinforcing Barricade’s role in shaping the future of adidas tennis.

Connection

We partnered with Pro Shop NYC, transforming the space into a living archive of Barricade history.

The environment showcased rare imagery from legendary matches, detailed product storytelling across past silhouettes, and a curated display of Barricade models spanning two decades. Together, these elements traced the evolution of the shoe from its early performance roots to its modern design and innovation.

By bringing the story into a specialist retail setting, the activation connected directly with tennis fans and culture led consumers, grounding the experience in credibility and shared appreciation for the Barricade’s impact on the game.

Impact

The activation positioned adidas tennis as one continuous legacy, linking historic moments on the court with contemporary product innovation.

By turning retail into a storytelling space, the experience reinforced the Barricade’s status as a performance icon while reminding audiences that its influence continues to evolve. The result was a celebration that honoured the past, engaged the present, and set the stage for the future of the franchise, both on and off the court.