ADJ Products Group México, known as ADJ Group México, is the Mexican subsidiary of ADJ Products Group, a global company specializing in the manufacture of professional lighting, LED video, and atmospheric effects since 1985. Headquartered in Los Angeles, Mexico, it has been operating in Mexico since late 2016, when it opened its facilities in Lerma, approximately 50 km northwest of Mexico City.
Through this subsidiary, ADJ directly markets brands such as ADJ Lighting, Elation Professional, Acclaim Lighting, Global Truss America, and Avante in Mexico and Central America, integrating sales, showrooms, after-sales, and technical service in a single location.
Additionally, ADJ Group Mexico has developed important initiatives, such as the “Step Into the Light Road Tour” and “Elation On Tour” in cities like Cancún and Playa del Carmen, where they showcased products such as the Hydro Beam X1, Vizi Beam CMY, Proteus Maximus, Proteus Rayzor 1960, Obsidian NX4/NX2 consoles, and Imperio Pro sound systems from Avante Audio, combining demos with technical training.
In 2025, the leading professional lighting company consolidates its dominance in the Mexican market, guided by the strategic leadership of its director, Abraham Levit.
In a country where the entertainment industry is advancing by leaps and bounds, ADJ Group Mexico not only keeps pace, it sets the pace. Under Levit’s direction, the company has managed to position itself as the most important player in the Mexican professional lighting market, thanks to a formula that combines technological innovation, top-level technical support, and a firm commitment to ongoing training.
Since its arrival in Mexico, ADJ Group quickly understood that conquering a market isn’t just a matter of products, but of presence, proximity, and long-term vision. With a new operations center, the brand brings together a showroom, warehouse, sales offices, and a technical service center, allowing it to operate with agility and full coverage in the country.
The 2025 edition of Sound:check Xpo was a key moment for ADJ Group Mexico, which established itself as one of the most prominent presences at the fair thanks to its innovative offering in lighting, control, and technology. For Abraham Levit, the event was not only a showcase of new products but also a strategic opportunity to reconnect with partners, clients, and end users. “SoundCheck Xpo 2025 was an exceptional event for ADJ Mexico. The attendance, interest, and enthusiasm we perceived reaffirm the importance of this market for our brand,” he states.
Levit emphasizes that the Mexican professional lighting market is undergoing a process of constant growth and sophistication. “We see a growing appetite for high-tech, sustainable, and advanced control solutions. In both live entertainment and the corporate sector, Mexico demonstrates remarkable technical maturity and a strong interest in innovations like those offered by ADJ, ELATION, and Obsidian.”
During SoundcheckXpo 2025, attendees at the Olmeca 3 Room, World Trade Center, Mexico City, witnessed a dazzling spectacle that elevated the ADJ and Elation experience beyond a simple technological display: a lighting show that fused art, design, and cutting-edge technology into an unforgettable presentation, in which the “Experience Tomorrow” experience was yet another example of Elation’s creative power.
The design and programming were led by Héctor Rojo, Luis Rojo, and Alan Corona, who delivered a perfectly synchronized show with immersive music. The show transformed the venue into a living canvas of light. The lighting design was, without a doubt, the star of the show. Each element was carefully designed to highlight the capabilities of the products on display from both brands: from Beams, Spots, Washes, Profiles, and LED bars.
The scenes unfolded with pinpoint precision, combining dynamic colors, motion effects, and intensity modulations that created changing atmospheres, from futuristic cityscapes to warm, futuristic environments. The creative use of contrast and shadow, as well as the integration of RGBW technology and DMX systems, demonstrated not only the technical quality of the equipment but also the expressive potential of the lighting design.
Each light had a purpose, each color change told a story. It was a display that not only captured the audience’s attention but also inspired designers and industry experts.
This show didn’t just illuminate a space: it illuminated ideas, possibilities, and the future of an ever-evolving industry.
Among the ADJ luminaires located in the demonstration room were 30 units of Vizi Beam CMY, 24 Hydro Hybrid, 16 ElectraPix Bar 16, 9 ElectraPix Par 7, 12 Focus Flex L19, 12 Jolt Panel FXIP, 08 Encore LP12Z IP, 06 Focus Spot 7Z and 380 E video panels. VS3. Elation completed the stage with 18 Paragon S, 8 Paragon M, 12 Proteus Rayzor 1960, 8 Proteus Hybrid Max, 33 SOL I Blinders, 12 Pulse Bar S, 12 Pulse Panel FX, 24 Six+ Par L, 16 Six+ Bar L, and 7 KL CYC L. All of these fixtures, designed for lighting designers, rental companies, and production professionals, offer cutting-edge technology, including integrated Aria X2 wireless connectivity, robust construction, and creative flexibility.
Meanwhile, Obsidian Control Systems garnered significant attention with its ONYX system on various consoles, accompanied by the NETRON product line, which offered an intuitive and highly professional control experience.
Current customers and visitors demonstrated their interest in the ADJ Group brands, highlighting the company’s leadership in the Mexican territory and reinforcing ADJ and Elation’s motivation to continue innovating and offering the highest quality products.
In the demonstration room, suppliers staked their claim, demonstrating their commitment and effort to making this event possible, as well as their continued support of ADJ Mexico, a key factor that compels them to continue growing together.
ADJ’s private showroom at Sound:check Xpo was a meeting point for prominent industry figures. Personalities such as Churry La Fuente, lighting designer for Ricky Martin; Miguel “Miki” Molina, visual director of programs such as La Casa de los Famosos México and Master Chef; Alejandro Velázquez, director of Mandala Group; and Francisco Pazbotello, production director of Zignia Live, attended.
The three days of Sound:checkXpo 2025 served as an opportunity for the company led by Abraham Levit to demonstrate why ADJ Group Mexico is at the top of the demanding Mexican market. During the exhibition, visitors were able to discover how ADJ and Elation lighting can transform any stage and bring every show to life. Experts from both brands were on hand to demonstrate the best solutions for making different productions a success.
On the second night of the exhibition, ADJ Mexico hosted its traditional party for clients and friends of the professional lighting industry. The group MIXON put on an exciting two-hour show that immersed those in attendance in the 1980s and 1990s, making them dance and sing. Abraham Levit is a great host and knew the occasion was worth “going all out.” A financial effort for which everyone in attendance was grateful to ADJ.
The group MIXON’s performance began when the lights began to dance to the rhythm of the music. From the very beginning, the ADJ and Elation equipment captured everyone’s attention, transforming the space into a spectacular stage. The state-of-the-art equipment created a dynamic atmosphere that kept everyone in a constant state of awe. The artists established a close connection with the audience. The technological and visual power of the lighting from Toby Velazquez’s company demonstrated why ADJ Group is the conqueror of Mexico.
Designed to shine in any weather, ADJ Lighting’s Hydro Series line was presented at Sound:check Xpo 2025, in a full experience room alongside the brand’s specialists.
Luis Rojo of ADJ Mexico demonstrated the new Hydroflex L19. “This machine is a new wash with IP65 protection, ideal for outdoors. It has 19 60-watt LEDs, with a zoom ranging from 8 to 56 degrees. It has an output of approximately 17,000 lumens. All of this makes it ideal for work in extreme weather conditions.”
Alan Corona showed off the ADJ Hydro Hybrid and explained that “it features a 420-watt discharge lamp, CMI and CTO color mixing, two gobo wheels, two linear and circular prisms, and zoom from 1.5 degrees to 39 degrees. This fixture is for outdoor use as it has an IP 65 rating.”
“The Hydro Profile, meanwhile, features a 660-watt LED source and a light output of 25,000 lumens, plus CMI and CTO color mixing and cutters that can rotate 60 degrees clockwise and 60 degrees counterclockwise. It also has gobo wheels, prisms, and two frost wheels that help diffuse the beam.”
Power, durability, and boundary-pushing effects like wide zoom, CMY and CTO mixing, gobos, frost, dual prisms, and optimal performance for touring and festivals are the foundation of ADJ and Elation’s success.
“Technology is key, but the most important thing is to always be close to the professional,” says Levit, who has made training a pillar of ADJ’s strategy. Therefore, it’s no surprise that the company constantly organizes seminars, workshops, and road tours in different regions of the country, bringing the latest developments in smart lighting, control consoles, and special effects to those who truly make things possible. Give a show.
Looking to the future, Levit confirms that ADJ and ELATION are already planning their participation in the 2026 edition of Sound:check Xpo. For the director, “this event is a fundamental part of the regional strategy: a platform to strengthen relationships, listen to market needs firsthand, and present new, trend-setting technologies.”
Regarding plans for the second half of 2025, the company has a clear roadmap. Among its main objectives are the expansion of its distribution network in Mexico and Latin America, strengthening technical training with in-person and virtual programs focused on ONYX systems, and boosting its presence in large-scale architectural and entertainment projects.
With strategic vision, technological innovation, and a philosophy focused on professional support, ADJ Group Mexico reaffirms its leadership in a market that continues to grow. This comprehensive approach, ranging from development to field experience, has made ADJ Group Mexico the undisputed reference for those working in professional lighting in Mexico. And not only because of the strength of brands like ADJ Lighting, Elation Professional, and Obsidian Control Systems, but also because of the way they integrate into a local offering that speaks the technician’s language, responds quickly, and leaves no questions unanswered.
ADJ Mexico’s experience during Sound:check Xpo 2025 indicates that the path taken is the right one and, at the same time, lays the foundation to continue creating new opportunities for success in the future.
With a constantly growing community and a vision that embraces the future without forgetting the proximity of the present, ADJ Group Mexico is much more than a leading brand: it is a strategic partner for the entire industry.
