First-Of-Its-Kind 24-Hour Live Broadcasts

Complex and adidas Debut Sidequest Summer Streamathon

Complex, a media platform at the forefront of youth culture, collaborated with adidas to execute the 'Sidequest Summer Streamathon' — a first-of-its-kind 24-hour live broadcast that served as the launch vehicle for the new Hyperboost Euphoria sneaker.

The unscripted event, which aired on July 31, followed Complex host Jordan Rose and streamer RAUD across New York City. The 'Sidequest Summer Streamathon' featured surprise appearances from rapper Joey Bada$$, professional football players Abdul Carter, Arvelle Reese, and D'Angelo Ponds, as well as a stop at a celebrity jeweler store.Throughout, users had the chance to win pairs of the sneaker through real-time trivia and predictions.

The broadcast proved to be the most-viewed partnership livestream in Complex's 2026 run.

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