adidas / Upper 90 Soccer Center

The adidas-sponsored Upper 90 Soccer Center located in Astoria, Queens, NY is much more than a retailer of specialty soccer equipment. It’s an environment devoted to the enjoyment of urban soccer. And Premier Press’ creative team entered the pitch with a complete re-set of their activation space.

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Upper 90 Soccer Center was undergoing a major renovation intended to showcase adidas, continuing the partnership that began in 2016, and repurpose their existing space to provide the dense urban neighborhood with a much-needed recreation area. The remodel included adding a second soccer field, lobby/viewing area, party room, gaming center, event lounge, changing room, and café. adidas knew just which players to bring in to accomplish the goal: Premier Press.

We removed the old graphics from the existing spaces. We patched. We prepped. We primed. And we painted. Then we installed new graphics, all designed to be adidas-and-New-York-centric. That meant capturing the edgy essence of urban soccer.

Premier’s awesome creative team created a montage of images – photography, illustration, graphic design, color fields, text, logos, and play diagrams, and then mixed and matched them in graffiti-inspired patterns, punctuated by adidas’s “creators” theme.

Thanks to a lot of skillful give and go with our partners at adidas, the re-set was accomplished smoothly and in time for a successful, fun grand opening event.