adidas Falcon: Retail Launch

Channel the 90’s

To build hype for adidas’ first shoes made specifically for the female sneakerhead, we launched at premium boutiques across the country with elevated retail builds and localized campaign images inspired by the same 90’s culture as the shoe itself.

Closeup of a pair of Falcon sneakers on a model sitting on the diner counter, feet resting on the pink, leather backrest of a stool.


Even though they were there, women didn’t ‘officially’ have a place in Sneaker Culture lore. The Falcon changed that. Using trends and nostalgia from the 90s and a staggered-release strategy, we established Falcon as a “first-of-its-kind” and gave women a seat at the Sneakerhead table.

Model kneels on top of an arcade game.
Closeup of shoes on cross-legged model seated on top of an arcade game.

A smiling girl kneels in front of a row of arcade games with a huge pile of pink tickets.
A model stands at the diner counter, hand resting on the back of a stool.
A model stands in front of a row of candy and toy vending machines.


Launching Falcon in the right way meant creating eye-catching retail environments with empowering storytelling, impactful messaging, and memorable activations.

A clean, light retail space buildout with mirror elements displaying the shoe and adidas logo prominently.

A  retail buildout with purple fogged glass, Falcon in neon, with shoes popped off a reflective cylinder pedestal.
A lenticular window display on the corner of a Kith store, with pairs of shoes displayed against circular mirrored hanging panels, and a digital display of campaign imagery.
A white tiled retail space with iridescent adidas branding over mirrored surfaces and Falcon shoes in vitrine displays.
A hallway with three Falcon sneakers displayed in purple-lit circular cutouts on the left and campaign imagery with neon signs reading Falcon on the right. A wall of sneakers is at the end of the hall.


The launch gave the Falcon some serious streetwear cred – every shoe in the house sold out at every location in the first week, making this one of the most talked about sneaker drops of the year.

Falcon retail space with a photo op backdrop covered in large purple gradient Falcon stickers, a pink claw machine, clothing display wall , and product display counters show pairs of Falcon sneakers.

Another view of a retail space with a shoe wall with Falcon stickers, sneakers and  large campaign imagery, a round mirrored booth photo op, and two Whack-a-Falcon arcade games.