A pop-up like no other for a running shoe like no other. Enter, the gigantic shoe boxes that popped up across KSA and the UAE, bringing experiential trial, next-level customization, and running magic to life.
To launch the most innovative running shoe of the future, adidas Ultra Boost 19, in the region, while also creatively transforming the region's perception of running.
Turn a gigantic shoebox into an activation space like no other... in the popular and crazy-busy Dubai Mall. While we knew the UB19 looked great, we needed people to experience the shoes first-hand, putting the brand's bold claims to the test...which would undoubtedly BOOST sales.
1. The ultra boost lab: where the shoe was taken apart and the premium materials used were highlighted.
2. The trial by treadmill: letting people take the shoes for a test run while virtually escaping their surroundings.
3. Ask-a-runner: let actual adidas runners lead the retail experience by offering tips and insights that would benefit aspiring runners while encouraging sales.
4. Boosted in-real-time merch: offering visitors next-level customization on product.
Results + impact:
With high sales, the spillover effect of the custom packaging (drawstring bags), the runner community integrations, and the next-level of personalization and customization, the shoeboxes were a huge success. This led to a second implementation in Saudi Arabia, following the Dubai Mall ice rink pop-up.