adidas
Recoding a 30 year icon’s retail launch for the adidas Predator SS24
EXPERIENTIAL / ACTIVATION / RETAIL
THE CHALLENGE
With the launch of a retro-coded and iconic refresh of a 30 year Predator football boot, adidas needed to drive massive brand heat with their in-store retail launch to connect with their audience, whilst onboarding and attracting new buyers into the product space.
With an overarching global campaign of ‘Crafted for Goals’, the Predator boot needed to be the key to unlocking the democratisation of goal scoring, positioning adidas as a category leader and shoe tech innovator.
THE SOLUTION
The retail expression was activated within key doors across the GCC, and heroed the democratisation of goal-scoring through an experiential in-store boot trial.
We invited and incentivised consumers to trial both the comfort + fit of the boot before putting them to the test with a highly immersive Shot Power football activation experience, complete with a leaderboard for ultimate bragging rights amongst their friends.
THE PREDATOR SHOT POWER ACTIVATION
In the center of our retail space stood our Predator football cage. Customers were invited to try on the new Predator boot on our trial benches surrounding it before stepping inside, lining up their shot before testing the true power of the Strikeskin with the hardest score they could muster!
A live leaderboard updated in real-time showing the speed + power of their shot, and each participant received a digital GIF of their goal celebration moment for them to share on their social media for further buzz and amplification.
The activation was a huge success, garnering over 600 hundred interactions + engagements across the first three weeks of going live in stores.
The rest of the retail spaces heroes the Strikeskin Technology through towering lit pylons, intertwined with goal posts + goal netting, forming an immersive + engaging experiential language that was a true manifestation of the campaign’s ethos of the democratisation of goals.
