April 30th, 2019

Design 4Retail

With the rise in preference for athleisure wear which can take consumers from the gym to the work commute, the Ultra Boost is adidas’ answer to consumer demand for luxe sportswear.

Not only recognised for their advanced technology to bolster running technique, the footwear is fashion-forward and appeals to sports-luxe consumers across the globe.

In 2019, adidas chose Sports Directs’ significant stores to launch the premium Ultra Boost footwear range – a first for SDI stores.

As its first introduction to Sports Direct, education around the Ultra Boost was crucial; leading to the decision for key Boost technology information to be incorporated into the stores, with clear messaging on the benefits of this considered technology.

The physical translation of this Ultra Boost introduction was down to D4R, allowing our creative and technical studio to enhance the current adidas branded spaces and introduce Boost with a much-needed wow factor. Importantly for adidas, this conceptual thinking needed to work within the parameters of their creative guidelines and utilise the branded assets parallel to the Boost launch. However, our concept enhanced the brand’s toolkit with the introduction of interactive and educational launch zones, strengthened by graphical updates and illumination to truly launch the Ultra Boost with impact.

The most responsive shoe.

From the window execution featuring the latest UB19 content becomes the first touchpoint for the consumer, leading them to the interaction launch zones and sleekly designed foot wear walls which feature the very best information on the benefits of Ultra Boost.

Ultra Boost. Reboosted.