This document outlines the vision and evolution of ComplexCon, an experiential cultural event. It began as a "dream" to create something new that disrupted conventions and brought internet culture to life offline. Through curation of culture, community, and emerging brands, the first ComplexCon launched in 2016. It grew significantly each year by adapting to feedback and exploring new cities, formats, and ways to support communities. The "secret sauce" was described as culture, curation, and community. ComplexCon aimed to continually push boundaries and create new opportunities for discovery.

1. OCTOBER 5 , 201 9 : AUSTIN

2. ALLOWMETO
(RE)INTRODUCE
MYSELF

3. ITWASALL
ADREAM

4. IT WAS ALL A DREAM
WHEN YOU HAVE THE OPPORTUNITY TO BUILD SOMETHING NEW,
HOW BIG WILL YOU CHOOSE TO GO?
WEHADSOMEWILDAMBITIONS.

5. NOT YOUR TRADITI ON AL E VE NT

6. VIDEO, FIRS T.

7. IT WAS ALL A DREAM
RE-DEFINETHECULTURAL“CON"EVERYONE IS DOING IT.
HOW DO WE TAKE A KNOWN FORMAT AND MAKE IT WORK FOR US?

8. BECOMETHE
ULTIMATELAUNCHPADFOR NEW PRODUCT, TALENT, ENTERTAINMENT & BEYOND
IT WAS ALL A DREAM

9. IT WAS ALL A DREAM
DISRUPTTHE
RETAILEXPERIENCEWHAT ARE THE BEHAVIORS OF OUR AUDIENCE?
WE TELL THEM WHAT TO BUY, BUT HOW ARE THEY DOING SO?

10. IT WAS ALL A DREAM
RE-IMAGINE CONTENT&
PROGRAMMINGWE KNOW WHAT WORKS ON DIGITAL SCREENS,
WHAT WORKS LIVE?

11. SUPPORTTHEEMERGINGBRANDS, DESIGNERS, ARTISTS, TALENT:
HOW CAN WE CREATE A PLATFORM OF DISCOVERY OF “THE NEXT”?
IT WAS ALL A DREAM

12. CREATEA
CULTURALSUPERBOWLWHAT WOULD A WORLD’S FAIR OF TODAY LOOK LIKE?
IT WAS ALL A DREAM

13. IT WAS ALL A DREAM
WESETOUTTODO
SOMETHINGNEW.

14. IT WAS ALL A DREAM
A 2 DAY MULTI FACETED EVENT
FEATURING SHOPPING, PERFORMANCES, TALKS, FOOD & MORE
COMPLEXCON:
MORETHANAFESTIVAL

15. SOHOWDOWEDOIT?
IT WAS ALL A DREAM

16. SECRETSAUCE

17. SECRET SA UCE
YOU GOTTA HAVE A FORMULA FOR YOUR RECIPE.
CULTURE*CURATION+COMMUNITY
=COMPLEXCON
If you’re going to cook up something new, most likely you’re twiddling
in the kitchen. But if you want to do it again, you gotta write it down.

18. SECRET SA UCE
CULTUREHIP HOP, SNEAKERS OR FOOD - WE BRING PASSION POINTS TO LIFE

19. All of the best brands, at your fingertips, under
one roof. Our sneaker and style teams rival all
others, and helped identify the targets.
STREETWEAR & SNEAKERS
Enlightening, relevant and ground breaking
conversations and a lit stage featuring all the talent &
artists you’re already following, and more.
CONVERSATIONS & PERFORMANCES
Everything you’ve seen on the ‘gram that you’ve ever
wanted to eat in one spot. First We Feast brings the
heat to our food zone.
FOOD
By deep diving into the
interests of our audience, we
can authentically bring to life
these spaces that they can
experience.
CULTURAL
TOUCHPOINTS

20. SECRET SA UCE
CURATIONBRINGING THIS CREATIVE TO LIFE TAKES CAREFUL PLANNING

21. CURATION
SECRET SAUCE
We put a call in to Pharrell Williams and
Takashi Murakami to help anchor us as we
dream about all the things that could happen.
By bringing two of the top creative minds of
our generation, we tap into the spirit of
possibility - what can we create together?
HOSTCOMMITTEE
Marketplace is our space where our attendees
spend a majority of their time. The
opportunities on the floor are endless, but we
want to make sure we’re bringing the coolest
things AND the most impactful engaging
activations. Beyond that, we're challenging
brands to do something NEW.
BRANDS&ACTIVATIONS
Talent booking can be so transactional - we
flip the engagement so beyond performing, or
speaking talent are participating in our live
shows, hosting booths or collaborating with
others.
TALENT&PROGRAMMING

22. IT WAS ALL A DREAM
COMMUNITYWE KNOW OUR AUDIENCE. BUT THIS IS NOTHING WITHOUT THEM.

23. COMMUNITY
SECRET SAUCE
We had to get the word out. This meant not only
activating our digital platforms, but also out of home
and street team practices. Working with retail
partners, we started promoting ticket drops -
ComplexCon WAS the exclusive limited edition.
TAPIN
We identified early on that some of these attendees
were getting the opportunity to meet their favorite
stars in real life - from watching them on the
internet. They were sliding into DMs to meet up on
the ground. We were creating a platform for folks to
connect IRL.
LETSBUILD,FAM.
This was the opportunity for us to identify and
pull in the next generation of creatives. We
have a IRL platform to have them perform, join
the conversation or showcase their goods or
services on the floor.
BRINGUPTHE“NEXT”

24. BRINGINGITTOLIFE

25. BRINGING IT TO LI FE
ALL OF YOUR INTERNET OBSESSIONS, IN REAL LIFE.
BRINGINGURLTOIRL

26. HOW MIGH T WE FOSTER CO LLAB O RA TI O NS
& CREATE U NI QU E CU LT U RA L M O MEN T S ?

27. BRINGING IT TO LIFE
BESTCOLLABORATIONS
MERCH
We wanted to have our host
committee do more than show up
on the floor. Virgil came up with an
interactive screen printing event
where attendees could get a
custom one of one Off White x
TMKK t shirt.
Burgers usually come with fries.
But what are you not expecting
with your burger? Grills. Mott St
partnered w jewelry designer to
create blinged out mouth jewels.
FOOD
VIRGILXMURAKAMI MOTTSTBURGERS
Friends With You partnered with
Popsockets on a charity benefit
inflatable installation that could be
played on in the middle of the
floor.
ART & EXPERIENCE
FRIENDSWITHYOU
Our team worked with Takashi on
creating the first sports march
collab with legendary baseball
franchise, Chicago Cubs. With our
talent Sean Evans throwing out the
first pitch, we brought ComplexCon
to life outside of our own doors.
SPORTS
COMPLEXCONxCUBS

28. HOW DO WE KEEP C ON TENT AT T HE FOR E FRO NT ?

29. CONTENT,LIVE
BRINGING IT TO LIFE
Sneaker Shopping has become a leading sneaker
culture show that features celebrity talent. When Joe
LaPuma shows up on site at ComplexCon, kids
follow where he’s going. They know that Joe’s
tapped in to what’s hot and they want to capture
what his guests are going to be checking.
SNEAKERSHOPPING
The Hot Ones fanbase is a very communicative
audience - but there is nothing like being able to
watch your favorite talent being interviewed by
Sean Evans while getting brought to tears in real life
by hot sauces featuring Carolina Reapers and
Ghost Chili Peppers.
HOTONESLIVE FULLSIZERUN
Our comedic show featuring our sneaker editors
Brendan Dunne, Matt Welty and Trinidad James
that talks sneakers, features and talent finds the
perfect audience live as part of programming
during ComplexCon weekend.

30. WHAT CAN WE DO TO C ULTI VAT E CO NN EC T I VIT Y?

31. Our Sneaker Of The Year panel continues to
be one of the most popular talks to attend -
where else can you go down the rabbit hole
SNEAKERS & STYLE
We bring in the voices of today and give them
a loudspeaker to make changes for tomorrow.
To have an authentic conversation, we pull the
SOCIAL ISSUES & COMMENTARY
From Behind the Lens to showcasing the
ladies designing the Streetwear that moves
the needle, we continue to put women at
WOMEN AT WORK
COMPLEX
CONVERSATIONS
By deep diving into the
interests of our audience, we
can authentically bring to life
these spaces that they can
experience.

32. HOW CAN WE BEST SU PP ORT EM E RGIN G?

33. As an experiential play, they showed up
with a massive basketball hoop on a 15’
crane. The experience garnered immediate
OUTDOOR HOOPS
Don’t sleep on rubber feet. This collab with
Urban Outfitters sold out, and quick.
HAPPY CROCS
As part of a play on innovation, they
partnered with Converse to make sneakers
that react to UV rays and turn multiple
UV KICKS
From the first year to the last,
Chinatown Market has
continued to grow - one
collab on the next.
CHINATOWN
MARKET
BRINGING IT TO LIFE

34. SUPPORTEMERGINGTALENT
BRINGING IT TO LIFE
Joe has blown up - and was already on the
radar making things bubble up in his local
Chicago. His participation with ComplexCon
has grown with his brand growth, and he not
only continues to be collaborative and
expansive, but used his influence and
opportunity at our Chicago edition to bring in
brands that should participate, whether in
their own space, or through a JFG
JOEFRESHGOODS
Louis started off as a cashier his first
ComplexCon. From there, he took his
opportunities to grow year over year, selling
out his artful statues. We commissioned him
outside of ComplexCon for a branded
opportunity and now he’s doing even bigger
collabs such as the most recently released
Spongebob Squarepants x J Balvin furniture.
LOUISDEGUZMAN
Ju was walking the ComplexCon floor when
he met a Nike rep who commented on his
jacket. That turned into a conversation that led
to his first sneaker deal. We in turn, brought
him back to host a curated booth experience
the following year, and continue to keep him in
mind for collaborative opportunities.
JUWOP

35. BRANDSTO
WATCH
BRINGING IT TO LIFE
CHICAGO BRANDS
While we recognize our marketplace is a great
place for brands to play, we wanted to show
love to up and coming designers who are doing
their thing as well. In Chicago, we highlighted
four dope creatives, whose mediums ranged
from denim, acrylic jewelry, Chi-town centric
and character figures.
• Kristopher Kites
• Casper Wright (GutterTM)
• Sheila Rashid
• Rello (Vita Worldwide)

36. HOW MIGH T WE CR EATE A NEW O PP ORT UNI T Y TO LE A RN ?

37. PUTTINGEDUCATIONONTHETABLE
BRINGING IT TO LIFE
Pusha T cares about education. So much so
that he jumped at the chance to speak on one
of our first ComplexConversation panels and
then joined the XQ team in a conversation as
to how to change education for our future
generations.
PUSHATxXQ
Nike took our Collaboration, Innovation &
Education theme and came to the table with
an activation to help invigorate the classic
silhouette the AF1 by allowing attendees to
customize their kicks. They created sign ups
through digital means and utilized
ComplexCon as a testing ground, bringing
their tech and concept to other events and
retail partners.
NIKE
As we made clear that advocacy and
leadership were important to our community,
the Obama Foundation aligned on a plan to
bring learnings to our audience at
ComplexCon. They hosted a workshop on
leadership and community engagement for
our Chicago audience.
OBAMAFOUNDATION

38. WHAT IS THE RO LE O F A RT ?

39. SHOWCASING
ART
BRINGING IT TO LIFE
With our partnership with Takashi Murakami and
curators and partners such as Roger Gastman,
Heritage Auctions, Galerie Perotin, not only are
we exposing our audience to art experiences
but creating opportunities to learn and to buy.
We have created a space where not only can
attendees get something special, but something
that appreciates over time.

40. WE BECOME THE PREMI E RE PLAT FOR M FO R
INNOVA TION & DI SCO VE RY

41. “COMPLEXCON IS LIKE, T HE IN TE R NE T. ”

42. ADAPT&EVOLVE

43. EVOLUTION
HOW DO WE CONTINUE TO KEEP IT FRESH?
INAWORLDOFSAME,
DARETOBEDIFFERENT
Feedback just helps us to get better.

44. HOW DO WE OPTI MI ZE AN D
DEMOCRA TIZE TH E E XPE RIE NC E?

45. BRANDACTIVATIONS
EVOLUTION
This sneaker partner realized that the long lines
for exclusive drops was affecting the amazing
experience attendees were otherwise having.
They took to tech and brought AR beacons that
were activated at certain times throughout the
day. Utilizing the ComplexCon app, attendees
could unlock the ability to purchase one pair of
exclusive drops.
ADIDAS
They started with an Adult Playground, which
was a carnivalesque style activation. It featured
go-karts and a huge inflatable slide, but it was
limited. They came back and decided that the
following year they would switch it up and
created a space with customizable jackets,
pins, DJs and of course, free fries.
MCDONALDS
This auto brand knew they had to do something
stand out and came to Complex to figure out the
best way to show up at ComplexCon. Naturally,
we partnered them with some artists. Hfour
created an amazing backdrop for the vehicle and
Saints Jewelry created a blinged out chain for Nas
to deliver to one lucky kid on site. Hows that for
different?
CADILLAC

46. HOW DO WE MO VE T HI S T HI NG?

47. NEWCITY,NEWRULES
EVOLUTION
We brought the event to the Lakeside Center
building at the largest convention center in the
nation. This created some logistical
workshopping
VENUE
Working in Chicago meant bringing on union
labor and production teams - which took a toll
both financially and with on site needs.
LABOR
The teams underestimated our audience and
the immediate fervor of needing to be “first”.
We had to consider strategies to keep
everyone safe.
SECURITY

48. HOW CAN WE SUPPO RT THE CO M MU NI TY MO R E?

49. BUILD
COMMUNITY
EVOLUTION
EVENTS INCLUDED
As we explored how ComplexCon could grow,
we felt strongly that we needed to find
additional ways to create impact. Complex
Community was born out of our own passions
for philanthropy and further supporting our
communities.
• Art Mural with We All Live Here
• Tao Takeover at Corner Kitchen Soup
Kitchen
• Save Money Save Lives Gun Violence event
with Vic Mensa
• Interview Skills at Covenant House
• Park Beautification with PJ Tucker and
Hebru Brantley
• Young Chicago Authors event with Queen
Key & Luke James

50. MEETUPS
SCREENINGS
PODCASTS
E-SPORTS
GLOBAL
EVOLUTION

51. IMPACT

52. 16-35YOMALE AN D FE MA LE

53. 50BILLIONIMPRESSIONS T O DA T E

54. 20MMAVERAGE SA LES
60KMAX AT T ENDEES

55. 95%
1
NUMBERS
$65K+
IMAGES: ESTEVAN CRUZ
EXCERPTS BY: KHAL
12
200
EVOLUTION

56. “WE MAKE THE NEWS: OTHER OU T LET S C OVE R U S.”

57. MAJORKEY

58. RESOURCINGWe know what we do great - we hire for what we
don’t. If you think you need more help, you probably
do. Staff up accordingly.
TIMELINECreating that milestones calendar will help
understand what needs more time.
SURVEYInsights help. Data Capture is key to
continuing to understand your attendee.
KEY
LEARNINGS GUIDELINESSet parameters for the best way partners
can participate.

59. ASKHARD
QUESTIONS

60. PAYATTENTIONTO
YOURAUDIENCEYOUR AUDIENCE HAS A VOICE AND KNOWS
HOW TO USE IT
GIVETHEM
WHATTHEYWANTCREATE THE BEST EXPERIENCE FOR THE
ATTENDEE

61. CULTURAL
AUTHENTICITYISKEYTHE MAGIC IS IN OUR CURATION.
THE KEY HAS BEEN IN STAYING AUTHENTIC & HAVING INTEGRITY.

62. DOSOMETHING
NEW.

63. CREATE YOUR VISION
IDENTIFY THE FORMULA
PUSH BOUNDARIES
MAKE. MAGIC.
HOWCANYOUBEDISRUPTIVE?WHAT IS IT THAT YOU NEED TO CHALLENGE IN THE MARKETPLACE?

64. IT’SCOMPLEX.