adidas
The world’s comfiest in-store experiential expression for the SS24 Supernova launch.
EXPERIENTIAL / RETAIL / INSTALLATIONS
THE CHALLENGE
The Supernova SS24 shoe range was aiming to capture the ‘everyday runner’ market segment, and thus the in-store retail launch had to ensure that it spoke to the casual consumer; ones who run to destress + disconnect from the pressures and stress from the day-to-day, all with the aid of a running shoe that boasts for a “super comfortable run.”
THE SOLUTION
Heroing the campaign tagline of “Supercomfort…Supernova”, key doors, stores + product conversion areas within the Dubai + Saudi markets were transformed into immersive, tactile + comforting engagement zones that featured installations that mirrored the running shoe’s elevated shoe tech and benefits of comfort & support.
Enlarged and over-sized shoe installations were created to dramatize the product range, while interactive + educational “comfort stations” allowed customers to get hands-on with the range; allowing them to feel the shoe textures + features, all within a retail environment that boasted the claim of being the world’s “comfiest in-store expression ever.”
