Creating an Impactful Launch Zone: adidas Solar Drive x Sports Direct

Our latest featured project is an exciting curation with adidas, welcoming their Solar Drive franchise within a temporary launch zone in Sports Direct, Oxford Street.

2018 has been a year of transformation for many brands and adidas are no different, choosing to relaunch their technical running range with the introduction of Solar Drive; a replacement for the Supernova series. The entrance of this range and the replacement of Supernova is truly pivotal within the adidas brand, as the franchise will become the technical running offer on the market.

As part of the launch, Sports Direct will offer the Solar Drive premium men’s and women’s footwear range and this promotional informed the brief for the D4R team.

Adidas briefed D4R with a desire to launch Solar Drive with stunning visual impact at the SDI flagship, based on Oxford Street. This level of visual impact was not only for aesthetics, but also to drive awareness of the adidas brand as a serious contender within Sports Direct.

As a fully turnkey project for D4R, we managed everything from conceptual design through to the full installation, following by professional photography to capture the environment.

Whilst all content was to be taken from the adidas Global Solar Drive toolkit, our design studio were responsible for adapting this to the most recent Stadium aesthetics and specifications. Working with the adidas digital assets, we were to utilise the specific Sports Direct colourways and imagery for the launch.

As we began to work on the proposal for the Solar Drive takeover within the running zone, we focused on some key considerations such as visibility of the footwear wall, graphics for running apparel, floor vinyl’s and most importantly: consumer journey. With the running area making its statement upstairs, we had to ensure that consumers were driven upstairs to integrate themselves fully with the Solar Drive footwear range. At this point, we also had to consider how this interaction with the product provided an educational experience.

A complete takeover of the stairwell is the first touchpoint of Solar Drive in-store, driving consumers upstairs with a bold colour palette, sleek lifestyle imagery and key messaging – “rocket science you can wear”. This level of inspiration is continued upstairs within a circular branded space, featuring the Stadium concept aesthetics, key product call outs and product pedestals which highlight the support, comfort and energy of the exceptional footwear. The concept is entirely focused on fuelling consumer awareness of a technical trainer and with such a key focus on the concept of wellness in today’s retail, this launch of Solar Drive comes at the right time.

Following conceptual design and rendered solutions, we were to technically develop this launch and manufacture all equipment to the required spec; working with the client and the retailer throughout each stage to reach approval and sign-off. Overseeing the entirety of this launch was a dedicated account management and project management team; highlighting another project which has touched all aspects of our agency.

A temporary launch within Sports Direct Oxford Street, we recommend a visit to the Solar Drive launch for an introduction into the premium running range.


  • Adidas
  • Branded Space
  • Retail Branding
  • Retail Design