The Challenge
Collaborate with adidas Global Retail partners and develop a transformative retail experience for the Nite Jogger shoe at the adidas flagship store in Paris.
The Insight
The Nite Jogger focuses on the duality of night and day through the lens of young urban creators. Nite Jogger as product is physical proof of this duality through reflective technology.
Strategy
Leverage the night and day narrative of the Nite Jogger to tell the product story – both through evocative visual and spatial experiences and to reflect the ceaseless creativity that drives the target consumers.
Creative
We evoked the disruptive aspect of Nite Jogger story by transforming the launch zone. From lenticular-style graphics lining the entrance tunnel, to a traffic cone sculptural installation, to reflective and illuminated ceiling graphics providing a space to house an immersive VR experience, to custom footwear towers, elements invited interactions that echoed the duality of the footwear.
Go To Market
Overall, the experience presented a version of the Launch Zone not seen before, truly a "night and day" difference from previous campaigns in the space.
Services
Art Direction, Creative Direction, Environmental Design, Fabrication, Retail Design, Visual Merchandising
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