Inspired by Adi Dassler's Sport Club in the 60's, we brought to life a modern-day Sport Club during one of the US's biggest, most relevant cultural moments - Coachella. CMG created a destination where adidas hosted key business and industry partners, as well as their most aspirational consumers, bringing them closer to the world of adidas through their unique heritage in both sport and culture. Select guests were given access to the adidas Sport Club at the nearby epic Zenayara Estate for three days of unprecedented hospitality, activities, and parties during both weekends of Coachella. A unique offering of programming, events and activities drove conversation around fashion, music, and culture.