adidas celebrates The Mercury Center
adidas today unveils The Mercury Center, a three-day incubator for creativity in soccer. Located within the Barker Hangar at the Santa Monica Airport, The Mercury Center opens on the heels of the brand’s latest breakthrough soccer footwear launch across X, Ace and Messi known as the Mercury Pack, and the “First Never Follows” campaign.
Existing as a catalyst for firsts in soccer culture, The Mercury Center brings together various subcultures that have permeated the sport in the United States. In this space, adidas will develop and exhibit several projects aimed at delivering firsts in the fields of technique and skill, design, style, technology, and entertainment.
Field of Firsts
In partnership with motion graphics artists, adidas has created an unprecedented approach for playing and documenting the beautiful game. Utilizing a unique aesthetic, an adaptable soccer field will live alongside a massive interactive screen that players can use to test their limits on the field.
A team of customizers featuring Chain Gang LA and The Shoe Surgeon will collaborate with attendees to make one of a kind, personalized apparel and footwear. The customization team will also produce a set of bespoke pieces for world-class adidas soccer players and special recipients.
Illustrators and Design
Expressing themselves with pens, patches, and screen-printing, a team of illustrators and designers will produce custom pieces of apparel for Mercury Center attendees.
In collaboration with Guillermo Andrade of Four Two Four on Fairfax, adidas will create a series of custom jewelry pieces to celebrate this summer’s biggest moments and the players who will make them happen.
Coupler MFG will reimagine traditional pieces of soccer equipment and fabricate them onsite.
Odd Division will utilize adidas’ miCoach Smart Ball technology to develop a virtual reality experience and three dimensional sculpture created from data kicking the ball.
Joe Kay, founder of Soulection, will create soundscapes and DJ sets in real-time as the event progresses.
The Mercury Center is open for select guests through June 3, 2016, with appearances from soccer stars, artists, musicians, and Los Angeles-based personalities over the course of the event, leading up to a special viewing party for the United States vs. Colombia Copa America match Friday night