Adidas Motorsports
Objective: The Vegas Grand Prix is a milestone moment for F1 in North America—and adidas wanted to meet it with something as bold as the strip itself. As part of their partnership with the Mercedes-AMG Petronas F1 Team, adidas teamed up with Latitude to bring race-day adrenaline straight to fans.Idea: We helped launch The Vegas Collection and transformed the adidas Vegas Blvd flagship into a full-throttle F1 takeover, creating a race-week fan hub on the Strip. The result was a show-stopping, immersive environment designed to be experienced and shared, featuring a real Mercedes F1 car, exclusive member moments, and an in-store appearance with Kimi Antonelli, George Russell, and Fred Vesti, alongside a special celebration of George Russell’s 150th race.
