adidas Originals x StudioXAG: Nite Jogger Relaunch

StudioXAG partnered with adidas for the relaunch of the classic 1980s trainer Nite Jogger. These iconic trainers had been reimagined for 2019 and to celebrate, adidas briefed us on an engaging, interactive retail concept to coincide with their brand-wide campaign.

Focusing on the adidas Originals London flagship stores, Foubert’s Place and Hanbury Street, the challenge was to bring to life the glowing, reflective components of Nite Jogger in a dynamic, immersive space.

We designed, built and installed an enclosed dark space inviting consumers to try on and take flash photography of the new Nite Jogger, illuminating the trainers eye-catching details and retroreflective finishings within the installation, encouraging customers to engage with the product in an unexpected way.

We constructed plinths adorned with hazy tubular lights to highlight product and house VR headsets, where the consumer is immersed in an infinite 360° abstract night time, where they can interact with the campaign in virtual reality.