Anthony Edwards had been dunking on defenders all season—and every time, social media exploded. adidas knew another moment was coming, so instead of reacting like everyone else, we prepared Man Down: a Law & Order parody starring Ice-T, ready to drop the moment Ant delivered his next poster dunk. The films play like an episode of Law & Order. Ice-T, a dead-serious detective, arrives on the scene to investigate, while a co-detective helps piece it together: Ant threw down a dunk so vicious, it should be a crime. When the dunk happened, the film was posted, turning a highlight into entertainment the internet didn’t see coming. With 25M organic views and a 14% engagement rate, it far exceeded benchmarks. With a bold, self-aware, and culturally native approach, it marked a shift in how brands move: not just with speed, but with storytelling that sticks. While competitors react after the fact, for adidas it wasn’t about chasing a moment. It was about showing up like they were part of it all along.