adidas Basketball and Broadwick Studio Launch Ant Farm Experience Platform

Broadwick Studio and adidas Basketball have transformed “Ant Farm” into more than a campaign. Instead, the project works as a global basketball experience built around the way Anthony Edwards plays the game: fast, confident, and instinctive.

Concept and Details

Broadwick Studio developed Ant Farm together with adidas Basketball and Anthony Edwards’ personal trainer. The experience focuses on three core traits of his game: speed, precision, and instinct.

Each challenge tests players under pressure. Some stations focus on acceleration and footwork, while others push reaction speed and decision-making. As a result, the environment feels less like a standard basketball event and more like a live training lab inspired by Edwards’ playing style.

The entire concept exists inside “Peach World,” a visual universe connected to Edwards’ Atlanta roots and Georgia’s Peach State identity. Courts, graphics, basketballs, and challenge names all reinforce the same message: trust yourself, trust your team, and prove it on the court.

Experience Platform and Global Reach

Importantly, Ant Farm is not a one-time activation. adidas Basketball designed it as a global platform that can move between cities and communities. The structure stays consistent, but local teams can adapt the experience to different courts and audiences. Young players complete drills, compete in timed challenges, and unlock rewards as they move through Peach World.

The system also feels intentionally game-like. Players race against the clock, hit targets, and improve reaction times. At the same time, the format encourages teamwork and shared competition instead of individual spotlight moments. Therefore, Ant Farm works as both a basketball training experience and a community-focused brand platform.

adidas China’s Execution

adidas China helped bring the concept into physical spaces through custom event builds and digital integrations.

The activation includes:

• Custom Peach World court designs
• Tech-based stations that track speed, reaction, and accuracy
• Content zones that capture participants during challenges
• Digital storytelling tied to adidas Basketball campaigns

Launching the platform in China also gives adidas access to one of basketball’s strongest global communities. As a result, Anthony Edwards’ signature identity now reaches far beyond NBA arenas.

Why Ant Farm Matters

Ant Farm represents a different approach to athlete storytelling. Instead of relying only on advertisements or highlight clips, adidas Basketball created an experience that lets young players interact directly with Edwards’ mindset and style of play.

For adidas, the project builds a scalable platform around one of basketball’s fastest-rising stars. For players and fans, it creates a space where speed, instinct, and confidence become part of the experience itself. Ultimately, Ant Farm turns Anthony Edwards’ game into something people can physically step into, compete in, and remember.