ADIDAS INNOVATION LAB

Creating a Forever Future

We were challenged with the task of reinvigorating footwear sales among younger consumers. Rather than shying away from the classic roots of the feature sneakers, we brought them into the future, forever. The adidas Innovation Lab engaged Gen Z audiences by making them part of the creation process utilizing Augmented Reality in a series of immersive in-store activations and a robust visual campaign that focused on authenticity, creativity, and endless innovation.

Opportunity:

Strategy and consumer research were the drivers of this campaign, allowing us to pinpoint and lean into a playful, retro-futuristic tone that invites consumers into the creation process through leading-edge tech.

Approach:

Making the Innovation Lab all about co-creating with the consumer was a key part of our strategy. We connected the story of the campaign across social, digital and retail by introducing adidas Originals’ first A/R-driven launch, generating a series of cool, personalized, and engaging in-store experiences.

Result:

Our research-first approach informed a campaign that really vibed with our consumers' current sentiments and passions. Giving them the role of co-creators brought retail spaces to life, ensured depth of engagement from digital to in-store, and saw sales go up 17% from the previous year.