POP-UP MARKETING CAMPAIGN
_ adidas x Sport Direct
To support and generate hype around the launch of the new Manchester United kit launch, we collaborated with the adidas Western Europe Marketing team once again to deliver a powerful brand presence within Manchester’s Sports Direct that reflects the club’s rich heritage and its vibrant city.
_Research & Strategy
_Client Service Support
The client called for a visually disruptive evocation of the home kit launch campaign that would be visualised via a dynamic window display and several engaging launch zones. The temporary execution had to embody adidas’ core aesthetic while staying true to the club, which will also be making its way into adidas-own stores and other sports retailers.
Striking, powerful, bold.
From the entrance launch zones and club plinth to the window display and feature wall, we created a concept that could be applied to the existing Sports Direct retail systems and other appointed temporary-use areas within the store. Our 2D and Brand team presented three core design pillars that informed the direction of the campaign, ensuring the required high levels of disruption were maintained, briefed by the brand.
‘Banner Glory’, a concept centred around layering grandiose banners, serves as the main feature of the displays and creates movement within the space. These have been enhanced by hidden airflow fans to create further impact. The ripples and undulations of the oversized banners add a gentle but eye-catching element to the textural aesthetic, while speaking to the club’s glory and victories. The movement of the banners is reminiscent of the electric atmosphere within the MUFC stands, generated by adoring fans and their supportive banners. For all instore touchpoints, graphics are layered which evoke a sense of depth within the displays. Multiple planes allow for various graphic assets to form interesting and organic compositions. The depth of the concept gives the feeling of power and strength, in abundance, whilst ensuring the kit was flexible and could evolve with further related launches.
A striking, impressionable, and bold execution for Sports Direct, one which not only befits the retailer, but marks a superb collaboration between iconic football club, MUFC, and sports giant, adidas. The strong levels of takeover within the store to promote the launch exceeded expectations, resulting in future collaborations already on the horizon.