To launch the new adidas Originals shoes, we created a conceptual EQT media event. Guests were invited to celebrate with EQT 3D real time printing at the adidas Originals store located at Mall of Sofia. The project had a partnership with leading site Go Guide. We were inspired by the fact that this is a shoe with technology advancements and EQT brings this classic model to the new generation of consumers. The technological aspect of the event highlighted the advantages and philosophy behind the shoe. The event marked the official opening of EQT 3D Printing Exhibition held at the adidas Originals store and attracted representatives from tech and lifestyle media, bloggers, sneaker heads, as well as select adidas Originals customers. The main focus of the evening were 3D printing demonstrations, thanks to which the guests witnessed real-time 3D printing of an EQT shoe and a break dance performance by the gravity breaking X Energy Crew dance troupe. Generated media coverage exceeded 3.5 times the budged.