James Harden

Adidas has gotten a Boost

Adidas has gotten a Boost

For February's NBA All-Star Weekend in Los Angeles, Adidas rented space at 747 Warehouse St. Over the course of two days, tens of thousands of people wandered through the venue — which had a full-sized basketball court, a pop-up design studio, food stations and a "sneaker pickup" point. Sponsored stars also stopped by, including the Houston Rockets' James Harden and Kanye West, who gave an impromptu concert.

"Fifteen or 20 hip-hop bands and athletes and basketball. … It was a celebration," said Mark King, president of Adidas North America. The company also released a dozen new shoe models — from all-white high-tops to orange runners.

Adidas has cause to...