Complex and adidas are officially changing the game for sneaker drop culture, joining forces for an unprecedented 24-hour unscripted live-stream marathon. Dubbed the “Sidequest Summer Streamathon,” the non-stop broadcast kicks off Friday, July 31, bringing pure, unfiltered New York City energy straight to viewers’ screens.
Anchored by Complex host Jordan Rose and viral Twitch streamer, YouTuber, and entertainer RAUD, the takeover is built around a single rule: no script, no safety net, just wherever the city and the kicks take them.
24 Hours of Pure NYC Energy and Spontaneous Moves
The entire 24-hour journey is designed to celebrate the launch of the brand new adidas Hyperboost Euphoria—a lifestyle silhouette tailored for a generation that dresses for spontaneous moves and moves through life without slowing down. Starting at 10:00 AM ET across Complex’s YouTube channel and @ComplexSneakers social platforms, Jordan and RAUD will hit the pavement for an action-packed NYC itinerary. Viewers will watch the duo get a fresh barbershop lineup, take over as “store managers” at the Foot Locker 34th Street flagship, race Citi Bikes through heavy traffic, pull off a pop-up laser tag match, pull up to celebrity jeweler Greg Yuna’s Soho storefront, and hit up a Soho halal cart crawl before settling into Complex HQ for a sleepover and a morning sound bath.
A Star-Studded Guest List Featuring Heavy Hitters and Athletes
It wouldn’t be a true New York culture event without heavy-hitting special guests, and the lineup is stacked from top to bottom. Rap heavyweight and actor Joey Bada$$ is pulling up to lead a late-night freestyle cypher, alongside top streaming personality xQc and a roster of prominent creators.
On the sports side, New York Giants players Abdul Carter and Arvelle Reese, along with New York Jets standout D’Angelo Ponds, will also join the madness throughout the day.
Speaking on the concept, organizers emphasized that “the best days aren’t planned, and this generation dresses for wherever they take them,” proving how the Hyperboost Euphoria fits into every facet of modern street culture and city life.
How to Copping a Pair Live On-Air
For fans locked into the stream, tuning in early will pay off big time with real-time adidas Hyperboost Euphoria giveaways. US-based viewers can win pairs live on air without standard raffles or waiting periods. Interactive trivia and real-time predictions tied directly to on-screen events—such as guessing who takes the laser tag match or who drops the best bar in the cypher—will unlock exclusive sneaker drops continuously over the 24 hours.