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Adidas boot launch nets two industry awards nominations

26th July 2018 in Marketing Experiences

Adidas boot launch gets Event Technology Awards nod

We’re thrilled to announce that our work on the recent in-store brand experience to support the launch of sportswear giant Adidas’ 2018 ‘Cold Blooded’ football boots range has been nominated for two top industry awards.

We’ve been shortlisted in the Best use of Audio Visual Technology and Best use of Technology at a Brand Event categories in the 2018 Event Technology Awards and in the Production Experience category of the national Campaign Event Awards


The Event Technology Awards, now in their sixth year, aim to recognise the achievements of companies delivering digital and technological solutions to the events industry.

We will find out if we’ve been successful at two glittering ceremonies. Firstly at Hammersmith Eventim Apollo on 1 November for the Campaign Event Awards followed a week later for the Event Technology Awards at London’s Troxy, on 7 November

We were nominated for our work, in partnership with fellow agency JDPL, on adidas’ 2018 ‘Cold Blooded’ football boots launch.

We were tasked with delivering the agency’s creative brief to create an in-store experience at Adidas’ flagship Oxford Street store, in London.

It comprised a fully-designed and fabricated ‘penalty booth’ which consisted of a huge net box incorporating a giant LED screen linked to a heart monitor.

Customers and guests were invited to take a penalty against a guest professional goalkeeper and the objective was to keep calm under pressure.

The giant screen created a digital “goalmouth”, which got smaller – or bigger – as the penalty-taker’s heart rate increased – or decreased – and they had to try and beat the ‘keeper and hit the target.

The whole experience was combined with pre-programmed, time-coded lighting and sound sequences choreographed to create a totally immersive experience in the store.

Two Premier League footballers were in attendance to support the launch and have a go themselves – Chelsea stars Danny Drinkwater and Callum Hudson-Odoi.

Guy Eaton, our Managing Director, said: “This was a fantastic project to work on with our good friends at JDPL, so we are delighted with these award nominations.

“We do fantastic things with technology to help bring events to life and deliver brand experiences which linger long in the memory and there is no stronger example of that than this launch, which took people into the mind of a professional footballer, to give them an understanding of what it takes to score a vital spot kick under pressure.

“Not only was this a highly-visual event but it was great fun to work on.

“The technical team did a fantastic job delivering on the brief and creating an exhilarating, immersive, visually-stunning experience which was on-brand and just looked really cool.

“It’s great to have these efforts acknowledged by the judges and we look forward to the awards evening, in London, in November, to find out if we’ve won.”