Adidas – Real Madrid

  • REAL MADRID are the world’s biggest sports team. They are the most awarded and celebrated soccer team in history, and are defined by their success on the biggest stages. From signing the worlds greatest players, to winning the world’s greatest trophies.
  • In July 2019 Real Madrid traveled to New York City as part of their pre-season training tour across the States. 
  • With its enormous stadium-inspired NYC flagship – its largest in the world – Adidas kicked off an opportunity to bring its love of soccer and sports to a crowd of sell-out proportions
  • In the summer of 2019, Adidas created an exciting retail activation to announce their new kit launch in the 5th avenue store. 
  • A section of the adidas store in New York  into an experiential art piece for the the players to collaborate within. 
  • Large white walls were built for this purpose, and will be underpainted by artist Bisco Smith, a New York based, contemporary artist
  • Art of Your Mind then covered part of his artwork in special masking vinyl, and painted black over the rest of the work
  • Players and students arrived and used special ‘air sprayers’ to cover the black walls with metallic gold paint. This was facilitated by our professional Art of Your Mind team
  • The students were from USC’s Jimmy Lovine and Andre Young Academy and also designed the safety masks for the players. The masks were complete with graphics, colour and logos inspired by the new shirts. Art of Your Mind helped bring these to life by printing up the designs, and applying them to masks with in-house printer. 
  • After painting with the airsprayers, the vinyl was stripped back  live in store to reveal BS artwork, underneath the painting that was created
  • Players signed autographs, and were super excited by this activation!