Challenge
The adidas by Stella McCartney team came to us to create a set of global retail guidelines for their 2024 campaign, defining a concept that could evolve and adapt between each collection, from spring through to winter.
The campaign works across three unique product drops, embedding a core creative idea whilst swapping and changing out elements to keep things new and exciting. In this way, we set the stores up for a more sustainable approach to multi-season drops.
Key retail objectives were to:
- Attract a new, younger, Gen Z audience
- Create demand and, ultimately, sales for the brand by creating modular tools that can live throughout the season
- Deliver a premium and elevated aesthetic to all touchpoints