Activating the Adidas x Overtime Partnership Through an Elevated Player Lounge at the OT7 Championship

The OT7 Championship is the pinnacle of 7-on-7 football in America, bringing together the nation's top high school athletes to compete, build their personal brands, and earn the attention of college scouts. As both an Overtime enterprise partner and an official OT7 league partner, adidas saw the Championship as an opportunity to connect with the next generation of football stars in a meaningful way.

Rather than creating a traditional event footprint, we designed an experience exclusively for the athletes. Our strategy was to create a premium player lounge that gave competitors a place to recharge between games while immersing them in the adidas brand throughout the weekend.

The lounge was thoughtfully designed around a series of distinct environments, each anchored by custom branded walls and creative that reflected the latest adidas Football campaign. Every zone served a purpose while reinforcing adidas' position at the centre of football culture.

The experience featured a dedicated gaming zone, a rest and recovery lounge, a premium product showcase highlighted by custom coin-inspired display pedestals, a fully branded barbershop, a content studio for athlete and creator capture, and an arcade that encouraged players to connect off the field.

Behind the scenes, we also developed a dedicated product seeding operation, giving the adidas team an organized space to sort, manage and distribute apparel and footwear to athletes throughout the Championship.

Tiebreaker led the project from concept through execution, overseeing strategy, creative direction, spatial design, fabrication, production, installation, and on-site experience management. The result was a destination that elevated the adidas x Overtime partnership while delivering genuine value to the athletes at the biggest weekend in high school football.