Justine Robinson

adidas x YEEZY Pop-Ups

While working with Kanye West and his team of creatives in Calabasas, one of my projects was to concept and execute pop-ups for the YEEZY Boost 700 V2 “Geode” shoe drop.

The brief was to use these pop-ups as an opportunity to bring families and communities together. So, I art directed this anti-art direction pop-up concept: send shoes to families in unexpected cities all over America—where people normally don’t have access to YEEZY—and provide them with the resources to build lemonade stand-type pop-ups to sell the shoes from, all while encouraging some quality fam time. While the project production was small, we made headlines all over the internet.

Proceeds went to the National Alliance on Mental Illness (NAMI.org).

2019 / Art Direction

Client: adidas Originals & Kanye West
Agency: Kamp Grizzly
Creative Direction: Kanye West
Art Direction: Justine Robinson

© Justine Robinson 2021