Gravity-defying retail

Client

adidas

Location

Global, adidas stores, franchises & wholesale outlets

Services

Consumer insights, customer journey planning, retail & experience strategy, brand campaigns & activations, phygital integration, prototyping

Brief

To mark a gravity-defying partnership with the International Space Station and the launch of its most advanced running shoe yet, adidas asked us to design a global brand activation that pushed the boundaries of discovery for consumers in store. The end result was a multi-sensory brand activation that transports customers into 'space' to learn about the extraordinary development that goes into the UltraBoost sneaker.

Physical retail is a place where these brands can step out from behind their digital masks and really cultivate connections with their consumers that will stay with them long after they leave the store.

Approach

This project gave us a special opportunity to create something that tells the story of the collaboration between two game-changing brands - adidas and the International Space Station. We focused on ways to transform retail space into an educational experience around the specialised product development that is changing the world of running as we know it. The 360 campaign covers all bases, from street-level activations - think bold, anti-gravity-inspired window concepts and immersive activation spaces - to interactive retail touchpoints and digital elements that educate consumers on design innovation, possibilities and superior product benefits. These, together with selfie booths, product trial areas, anti-gravity merchandising and gifts with purchase are wrapped up in a spaceship-clad environment crafted from weathered steel, moonlike textures and space-age tools designed to transport consumers into an “out of this world” experience.

Test and trial areas allow customers to get closer to the product. Seeing first-hand the impact that this revolutionary collaboration has had on running.

Global concept, localised approach

After designing and developing the concept, we created a robust toolkit that was distributed globally to all adidas markets, enabling local teams to pick and choose elements that worked for each retail space and tailor to their audiences to build more authentic connections.

We designed a spaceship-clad environment crafted from weathered steel, moonlike textures and space-age tools that transports consumers into an “out of this world” experience.

Importantly, this is not just a retail experience but rather an ongoing education around the extraordinary development that goes into a product like the UltraBoost 20.

From brand flagships through to wholesale retail, franchises and everything in between - the scalable campaign created the ultimate ‘lift-off’ at retail, transporting consumers to another world.