Title	ADIDAS BATTLEPACK
Brand	ADIDAS
Product/Service	RETAIL DESIGN
Category	C01. RETAIL
Entrant Company	FITCH London, UNITED KINGDOM
Advertising Agency	FITCH London, UNITED KINGDOM

Name	Company	Position
Julien Queyrane	FITCH	Associate Design Director
Ed Sullivan	FITCH	Design Director
James Pendergrast	FITCH	Designer
Phil Heys	FITCH	Creative Director
Luke Gillard	FITCH	Designer
Andrew Stanger	FITCH	Senior Designer
Paul Chatelier	FITCH	Associate Design Director
Shaadee Alam	FITCH	3d Senior Designer

Brief Explanation

The adidas Battle Pack pop-up in Harrods needed to tell a unique story from the brand’s own perspective. Created to showcase a footwear collection created specifically for the World’s elite footballers, the Battle Pack pop-up needed to present adidas as the most bold and provocative brand at the World Cup in Brazil.

The Brief

adidas needed to create a big and lasting impression for their World Cup campaign, the world’s largest football event and the ultimate platform for adidas’ state-of-the-art footwear.

How the final design was conceived

This pop-up represents a once-in-a-lifetime experience – to be part of the World Cup in Brazil, the home of football. A ‘Battlepack Yourself’ booth allows customers to have their picture taken in the same style as the footballers they idolise. Everyone is a player in the adidas World Cup.

Indication of how successful the outcome was in the market

adidas has been the most talked about brand at the World Cup, beating competitors Nike to gain the most traction across all social media channels. The #allin or nothing campaign has taken Twitter, YouTube, Facebook, Instagram and Tumblr by storm. An increase of nearly 5 million followers* across all platforms over the course of the tournament saw adidas fire ahead of competitors on social media. The social buzz translated into product demand. adidas sold 8 million replica national team strips and 14 million Brazuca balls, reaching their target of £1.6 billion for football equipment sales.