The mission:
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.
The idea:
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.
The elements:
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.
