adidas x SDI
Product launch marketing campaign
Having previously undertaken several successful seasonal and product launch marketing campaigns in Sports Direct, adidas appointed D4R to support the delivery and execution of a formidable marketing activation introducing a new generation of its high-performance, 4DFWD running shoes!
Idea
Exclusive to just five Sports Direct locations across the UK – Birmingham New Street, Glasgow Argyle, Leeds, Piccadilly, and Oxford Street – this instore product marketing campaign aimed to generate heat around the launch of adidas’ new 3D midsole printed running shoes which provide an “all-new running experience […] moving you forward with every stride.”
Insight
From storyteller launch zones, footwear walls, and midfloor bays to a stairwell, gait analysis zone and store entrance, we created a kit of Adidas 4DFWD campaign assets that could be applied to existing adidas retail systems, and other areas appointed for temporary use by adidas within the Sports Direct stores.
Our design studio took inspiration from the supplied campaign visuals to create artwork that would suitably clad key elements of these retail systems, including launch zone plinths, wall bay graphic panels, footwear display podiums, and stair and entrance walls.
Realisation
With the unique 3D printing technique used in the production of the running shoes being at the centre of this campaign, we incorporated depictions of the 4DFWD midsole throughout, from strut card holders and category headers to shelves and hero shoe risers. Among the displays, we featured a real-life 4DFWD midsole sample that people can touch and feel, alongside displaying campaign messaging that seeks to educate customers about the running shoes’ performance-boosting benefits for increased purchasing confidence.
We further took inspiration from the product and supplied creative by incorporating 3D elements into ordinarily 2D displays, transformed existing visuals from the 4DFWD campaign into motion graphics to enhance brand presence in-store, and installed fluorescent orange acrylic hero product showcase displays and header panels to encourage an enhanced level of interaction from shoppers.
Testimonial
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