In 2018, I was part of the team that delivered the launch events for Adidas's #DEERUPT trainers, with activations across London, Manchester and Amsterdam.
My focus was the touring operation: three launch parties across four days, with the team moving between cities and rebuilding for each new event. I supported logistics and scheduling through the build phases, coordinating the touring setup as we went.
Each event was designed as an immersive experience, not just a product launch. Guests stepped into a grid-inspired world filled with animated monoliths, large-scale video projections and VR installations. My role was making sure the tour kept moving and each city landed on time.