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Designed to be FAST : The adidas "Faster Than" campaign

Propelling Adidas to lift of at retail with Ultraboost 20

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For adidas Running’s biggest campaign of the SS20 season, their mission was to democratise ‘FAST’ by making it accessible to everyone and enable adidas consumers worldwide to drive change in their game, their life and their world.

‘FAST’ is often perceived as elitist - only for professional / marathon runners, causing a barrier for many entry-level runners. At retail, adidas wanted to demonstrate creative ways to break down these barriers for both their own stores and their international retail partners like Footlocker, JD Sports, El Corte Ingles, FootAsylum and Finish Line.

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Our challenge at retail was to design a global toolkit that would make ‘FAST’ accessible to everyone, to break barriers so it didn’t feel unattainable, to introduce new and updated footwear franchises, and to appeal to two very different consumer demographics. We brought the campaign vision to life with an ethos of inclusivity, by reframing ‘FAST’ as a personal feeling and through delivering real, human stories designed to inspire and enable adidas consumers worldwide to transform themselves through running.


To provide a robust set of design guidelines that appealed to all markets and consumer demographics, we first needed to identify their specific consumer profiles and the retail spaces that interest them. We then created a tailored messaging platform and consumer journey, mapping out each retail touchpoint, its purpose and whether it was for performance or lifestyle consumers. This basis was then applied to all stages of our design process from ideation and concept creation all the way to finalising each individual retail tool ready for markets to activate.

We tackled the brief by identifying the target consumers and the retail spaces that they play within. We then devised complete consumer journey profiles for both the established running consumer and the sports amplifier (for directional segmentation). This gave us clearly defined principles from which the creative concepts evolved into a series of established finalised concepts.
 
To authentic our story-telling process, we typically follow the Adidas approved methodology of ‘attract, engage, convert’ which ensures the consumer gains knowledge of the product launch and all key messages/benefits at the appropriate part of their in-store journey, whilst linking through to other channels for consistency.

We tackled the brief by identifying the target consumers and the retail spaces that they play within. We then devised complete consumer journey profiles for both the established running consumer and the sports amplifier (for directional segmentation). This gave us clearly defined principles from which the creative concepts evolved into a series of established finalised concepts.
 
To authentic our story-telling process, we typically follow the Adidas approved methodology of ‘attract, engage, convert’ which ensures the consumer gains knowledge of the product launch and all key messages/benefits at the appropriate part of their in-store journey, whilst linking through to other channels for consistency.

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As always, to authentic our story-telling process, we followed the adidas approved methodology of ‘attract, engage, convert’ which ensures the consumer gains knowledge of the products and all key messages throughout the in-store journey, whilst linking through to other channels for consistency.

Attract

Attract

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We developed seven different window concepts, varying from: interactive activations which encourage passers-by to find their own ‘Faster Than’ story / to: democratising ‘FAST’ through empowering messages and personal stories from the campaign key athletes – championing real people with real stories of overcoming adversity through running / to: energetic displays communicating the transformative product benefits of each footwear franchise / to: driving appeal for directional consumers featuring large scale product and stylised imagery with modularity, enabling markets to switch out elements to suit their needs.

Bespoke, statement windows create impact and intrigue through a series of dynamic, zero-gravity product displays and rich textures using space blankets and LED tube lighting. Consumers are transported to a space shuttle observatory platform showcasing suspended product and the key campaign message of ‘Goodbye Gravity’.

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Engage

Engage

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We created four engaging launch zones and three activation concepts for the ‘engage’ phase. Each designed to capture the essence of the campaign – democratising ‘FAST’ by making it accessible to everyone. We launch new footwear franchises with bold displays of benefit intuitive installations to land key messages. We encourage interaction with key products to enable consumers to experience their transformative benefits. We drive directional appeal by encouraging deeper exploration into the product craft, design narrative and stylised representation of benefits.

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Convert

Convert

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For the dedicated instore footwear and apparel areas, we developed a robust suite of tools to showcase the ‘Faster Than_’ product range and communicate their individual product benefits to convert consumers to purchase. To draw the consumer through the retail space,  these tools visually connect to the campaign narrative, using a collection of real and raw product in-action photography accompanied with communication specifically targeting the products’ performance benefits and technical components - built to make you faster.

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The creation of these modular touchpoints throughout the retail consumer journey enables global markets to activate highly impactful activations to a range of parameters including: budgets, message, consumer profile and scale. In our experience this considered, flexible approach increases the likelihood of their usage across the marketplace. 

This campaign launched in February 2020.  We are proud to have concepted, developed and delivered the designs from which all ‘Faster Than_’ retail environments have been derived and implemented throughout the world. 

FAST ISN‘T ABOUT SPEED. FAST IS PERSONAL. IT‘S AN ENDLESS SEARCH TO BECOME A BETTER YOU. WHATS YOUR FASTER THAN?


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