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Launching an icon - delivering the adidas UltraBoost 20 in retail

Propelling Adidas to lift of at retail with Ultraboost 20

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December 2019 – adidas launched the UltraBoost 20 and announced a ground-breaking partnership with the International Space Station (ISS) in pursuit of next-level innovation to push the limits of possibility and identify a new generation of gravity defying footwear. This provided an exciting opportunity to play with the basic laws of gravity in-store and propose a series of awe-inspiring, captivating set-pieces to capture consumer imagination. 

The challenge was how to bring the narrative of ‘UltraBoost 20 – Goodbye Gravity’ to life across a global retail platform. Educating consumers on the ISS partnership whilst communicating the newly elevated product benefits for both performance and lifestyle consumers, ensuring our designs appealed to all retail channels including all adidas own retail, Brand flagships, as well as wholesale and franchise partners like JD Sports and FootLocker.

2-THE CHALLENGE – RENDER 1
2-THE CHALLENGE – DESIGN 1
2-THE CHALLENGE – RENDER 2
2-THE CHALLENGE – RENDER 2

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.

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.

Attract

Attract

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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’.

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’.

4 – ATTRACT – RENDER
4 – ATTRACT – DESIGN

Engage

Engage

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Immersive launch zones and activations transport consumers into an ‘out of this world’ experience. Space inspired environments enable tangible exploration of the UltraBoost 20 product innovations through interactive installations from hands-on kinetic sand stations and buzz-wire gaming platforms to selfie booths and retro space simulators. Zero gravity displays showcase the full product range including apparel. Digital spaces communicate further campaign content, the ISS partnership story and the unique Adidas x ISS ‘Space Race’ badge is integrated throughout.

5 – ENGAGE – DESIGN 1
5 – ENGAGE – RENDER 1
5 – ENGAGE – RENDER 2
5 – ENGAGE – DESIGN 2

Convert

Convert

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The strong campaign narrative continues throughout the journey to the point of conversion. At the dedicated in-store footwear and apparel areas product is featured within airlock displays or bespoke ‘Goodbye Gravity’ units which feature magnetic-levitation to create gravity defying footwear. UltraBoost 20 product innovations and benefits are communicated alongside strong visual markers, imagery and campaign copy to convert consumers to purchase.

6 – CONVERT – DESIGN 26 – CONVERT – RENDER 1
6 – CONVERT – DESIGN 1
6 – CONVERT – DESIGN 2

The creation of these touchpoints throughout the retail consumer journey has enabled global markets to create highly impactful activations to a range of parameters including: budgets, message, consumer profile and scale. This considered, flexible approach increases the likelihood of their usage across the marketplace.

7 – CREATIVE CHALLENGE – RENDER 1
7 – CREATIVE CHALLENGE – DESIGN 1
7 – CREATIVE CHALLENGE – DESIGN 2

We are proud to have concepted, developed and delivered the designs from which all UltraBoost 20 retail environments have been derived and implemented throughout the world. Through tangible touchpoints in retail we have been able to elevate the consumer journey status quo in Running by celebrating the UltraBoost 20 superior product benefits of ‘out of this world responsiveness’, bespoke moving content and activation tactics as well as immersing and educating consumers on the ISS partnership long term strategy.


We look forward to creating our next out of this world experience – watch this space!

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