In an effort to expand their stature within the world of basketball, adidas did two things: first, they acquired the official marketing rights to the 2007 NBA All-Star game in Las Vegas. Then, they acquired the official design services of Sandstrom Partners in Portland. The original brief was simply to develop some sort of a presence in Vegas that would align adidas with the NBA. But we saw an even bigger opportunity. So, not only did we redesign the adidas store to reflect the All-Star uniforms they’d designed for the game; but we made all of the graphics oversized and dramatic, and applied them to the sides of the Luxor Hotel and the MGM Grand—which resulted in huge buzz, huge traffic at the adidas store, and huge retail sales during the event. The free television coverage alone was worth more than what adidas invested in the entire program. In a word, the whole thing was huge.