THE CHALLENGE: We were once again delighted to team up with our good friends at JDPL to help sportswear giant adidas launch its new ‘Cold Blooded’ collection of football boots.
The range includes new editions of some of the firm’s most iconic boots, including the Predator, Copa, X17 and Nemeziz styles. 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.
INSPIRING THE AUDIENCE: 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.