This presentation was created in May 2014, responding to the question "Who in the upcoming NBA Draft should Adidas sign, and why?"  This was part of the interview process to work with Adidas.
 
Adidas ended up signing Wiggins, he did indeed go first overall in the draft, and the trend and style predictions I made were almost eerily on point. 
 
The text of the presentation can be found below the slides.
The Adidas Levitate Concept Presentation Text by Zack Luby. 
May 9, 2014.  
Adidas HQ. 
 
 
1. The Sneaker
 
The next Adidas flagship sneaker will combine Primeknit and Boost technologies - marvels of comfort and innovation. Using these cutting-edge materials in the product design will create an innovative, lightweight, and incredibly comfortable sneaker.  The design should be dictated by the technical requirements of using these materials in a basketball shoe - function above all else.  Next, it should minimalist - like the simple lines of a Frank Lloyd Wright building.  It should look like a more accessible Rick Owens sneaker design.  The shoe should come in both white & black.  The minimalist design and monotone colors will produce a shoe that is both technically advanced and fashionable.  The next streetwear trend will be the emergence of the “tech ninja” - a combination of layered garments (seen from designers such as Silent by Damir Doma, Yohji Yamamoto, Rick Owens, and Aitor Throup) and the next-level technically functional garments seen from Acronym and Acteryx Veilance.  The sneaker, created for future NBA superstar Andrew Wiggins, will be the Adidas Levitate I, and will dovetail perfectly with the emergence of that trend in 2015.
 
2. The Player
 
Andrew Wiggins could very well be the #1 overall draft pick in the 2014 class.  He is rated the #1 overall prospect by both Chad Ford and David Thorpe.  He possesses elite athleticism, prototypical size for a small forward, and nearly unlimited upside.  He is the player in this draft class who, should he reach his ceiling, will most likely be a superstar/top five overall in the NBA guy.  
 
So why should Adidas bank on Wiggins?  Providing Wiggins with a Primeknit/Boost sneaker would be a perfect marriage of technology and player.  He will be exciting immediately due to his athleticism.  Put simply: he jumps out of the gym.  When he takes off, it almost looks like he is floating.  It is so effortless and smooth.  He is personable, funny, and genuine off the court.  A player like Wiggins deserves his own shoe: super lightweight, comfortable, and technologically advanced.  He will certainly be popular, even if he doesn’t reach his projected ceiling, because he is so exciting to watch.
 
So why will he resonate with our target, the high school kid?  He is unpolished. He is authentic.  He is young, exciting, fresh, and raw.  He is a kid at heart.  He is a sick athlete.  He is full of potential.  His highlights will be gif’ed and vine’d every night.  Kids will want to be like Andrew Wiggins.  His success will feel like their success.  He makes the game more exciting and electric.  They will feel a part of the high fashion world that otherwise would be beyond their reach. When kids put on the Andrew Wiggins Adidas Levitate I they will think they can jump higher, float longer, and play faster.      
 
3. The Campaign
 
Adidas should announce the signing of Andrew Wiggins and the intent to create a signature sneaker for him to wear in the upcoming NBA season.  
 
When the sneaker has been designed and is ready to launch to the public, Adidas will create a hoax video to share on Snapchat, Vine, and Instagram.  The video will resemble “found footage” of the unboxing of a pair of Adidas Levitate I’s.  It should be grainy and unstable, like it was shot from a cell phone/cheap video camera (think Chronicle/Cloverfield).  Once the shoe is out of the box, it should begin to float.  The friends who are watching the unboxing should freak out, and the video should end abruptly.  This hoax video should be shared either directly from Wiggins to his followers, or from another person with a large personal social media following in the Adidas Family, so the video is not coming directly from an Adidas branded account.  At the same time, a very small number of the Levitate I’s should go up on adidas.com for sale.  The Adidas social accounts should share that the sneakers are available.  The page will remain available so that people can see that the sneakers have sold out.  They should sell out in a matter of minutes.  Doing this will put them into the hands of the hard-core collectors.  It will also create a sense that the Levitate I’s are unique, special, and difficult to obtain.  This launch approach will generate a significant amount of interest and buzz in the sneaker world.  The video would obviously be outed as a hoax quickly, but the concept is sticky and fits the shoe perfectly.  People would talk about it/share it.
 
The second part of the launch will be a more traditional sneaker release, with a transparent release date and wide availability.  This will be the opportunity for every kid to be able to obtain their pair.  Leading up to the traditional release, Adidas will hold a contest on for the best “levitation” style photos from fans, using the hashtag “#AdidasLevitate.  The winners will receive a unique pair of signed Levitate I’s or something similar.  
 
The best levitation trick photos make the subject appear to be floating effortlessly.  This matches what it looks like to watch Andrew Wiggins jump - it almost doesn’t seem possible that he can get that high, that quickly, and stay up for so long.  He is a trick levitation photo come to life.
 
This two-pronged approach to the launch will generate interest and excitement for the sneaker.  Choosing the dynamic and talented Andrew Wiggins to be the face of the sneaker will further reinforce and build on this excitement.
 
Light
Elite
Vanguard
Innovative
Tough
Athletic
Talented
Efficient
 
The Adidas Andrew Wiggins Levitate I - Don’t just jump.  Levitate.  
 
#AdidasLevitate
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