Challenge

The adidas Supernova team approached us to create a toolkit for the retail launch of their new collection and achieve the following objectives:

• Create hype and desirability for the Supernova Rise running shoe
• Educate visitors on product benefits of comfort
• Raise awareness for their 30-day trial activation in stores
• Create a space that fosters brand trust

Insight

Nearly 50% of runners say that wearing uncomfortable shoes is the top reason for choosing not to run, or not enjoying their run when they do.

adidas Supernova appeals to an audience of runners who seek comfort above everything. For the shorter distance runners, who run for fun, their Dreamstrike+ Foam technology and innovative Support Rods allow for a smooth running experience. This technology is a core selling point and something that needed to be reflected throughout the retail journey.

Solution

To translate these audience insights into an experience that achieves the retail campaign objectives, we designed a toolkit for adidas that could be rolled out globally to captivate, educate and intrigue visitors in-store. We saw this as an opportunity to convert consumers by creating an engaging, immersive experience that spoke to adidas’ emotional narrative of ‘How Running Should Feel’.

The guidelines outline how to bring to life the following touchpoints:

• Awareness – Entering the space, visitors are enveloped in the key details of the shoe through the physical construction of the space and clear communication graphics. Simplified soft touch Dreamstrike+ foam is visibly supported on Support Rods throughout the space.
• Education – The full Supernova collection is displayed within this space, outlining the key differences between each shoe and integrating a digital Shoe Finder, offering guidance on which Supernova shoe fits the customer’s running needs.

• Endorsement – Within the Comfort Pod area, customers will find a curved digital screen playing CGI-animated content combined with the testimonials of adidas community runners claims, providing real authentic stories as well as engaging product visuals.
• Trial – The consumer is inspired to try on the Supernova and experience the Supercomfort. The trial moment is amplified with a digital interactive and responsive floor which responds to their movement amplifying the feeling of comfort, as well as providing product information.
• Incentivise – The final touchpoint has an additional digital Shoe Finder that simplifies the purchase experience for consumers, incentivising them to purchase the product, all the while educating them on the 30-day trial.