ADIDAS SHORT GAME SEASON
Golf is a game of inches. This launch wasn't.
To launch adidas’ new Ultimate365+ Shorts, Happylucky created Short Game Season. We kicked off with creator seeding, took over Hudson Yards with the biggest shorts drop of the season, traveled to the U.S. Open, and finished in retail stores across the country.
At the center was the Ultimate Shorts Drop. A giant pair of shorts, a putting challenge, and a chance to win the latest addition to your shorts game.
Opportunity
Performance products often launch with the same familiar playbook. Explain the technology, list the features, hope people notice. We saw an opportunity to make Ultimate365+ feel less like another product launch and more like the latest obsession in a golfer's endless pursuit of a better game.
Insight
Every golfer already obsesses over the importance of a great short game. We saw an opportunity hiding in one extra letter. Short game became shorts game, a simple idea that reframed apparel in a big way by putting golf shorts in the same conversation as every other piece of equipment.
Approach
WE HELPED CREATORS DIAL IN THEIR SHORT(S) GAME.
We started with premium seeding kits that helped creators dial in their short game and their shorts game through Ultimate365+ apparel, custom golf balls, and training tools.
WE SUPERSIZED IT.
In the middle of Manhattan, the Ultimate Shorts Drop turned a giant pair of Ultimate365+ Shorts into an interactive putting challenge where golfers could win product, prizes, and bragging rights.
WE TOOK SHORT GAME SEASON ON TOUR.
From there, Short Game Season traveled to the Fore Play Hole-in-One Challenge around the U.S. Open before arriving in retail, where an in-store friendly version of the experience brought the same putting challenge, oversized product displays, and visual identity directly into stores.
Result
• 500+ participants engaged throughout the eight-hour activation
Continuous lines from open to close, averaging more than one participant every minute
Continuous lines from open to close, averaging more than one participant every minute
• 176 pairs of Ultimate365+ Shorts distributed across the Hudson Yards activation and Fore Play partnership
• 300 additional golf prizes distributed, with every available giveaway claimed
•Reached thousands of additional passersby through Hudson Yards' high-volume foot traffic during the World Cup
•Reached thousands of additional passersby through Hudson Yards' high-volume foot traffic during the World Cup
