| Title | ADIDAS HARRODS |
| Brand | ADIDAS |
| Product/Service | RETAIL DESIGN | POS |
| Category |
C05. POINT OF SALE |
|
Entrant Company
|
FITCH London, UNITED KINGDOM
|
|
Advertising Agency
|
FITCH London, UNITED KINGDOM
|
Credits
| Phil Heys |
FITCH |
Creative Director |
| Ed Sullivan |
FITCH |
Design Director |
| Shaadee Alam |
FITCH |
3d Senior Designer |
| Paul Chatelier |
FITCH |
Associate Design Director |
| Luke Gillard |
FITCH |
Designer |
| Andrew Stanger |
FITCH |
Senior Designer |
| James Pendergrast |
FITCH |
Designer |
| Julien Queyrane |
FITCH |
Associate Design Director |
Brief Explanation
The pop-up store had to stand out from the sea of colour that is expected of a World Cup hosted in Brazil. Our objective was to create an immersive shopping experience that allowed shoppers to feel part of the adidas campaign.
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
The pop-up is designed to immerse you in the adidas World Cup identity, which – entirely black and white – is in complete contrast to other brands World Cup campaign material. For adidas, it has to be ‘All in or nothing’.
A suite of instore communications and interactive displays leads customers through an immersive and visually disruptive labyrinth.
A compelling product story told through black and white print drives sales, with the four boot styles displayed across one expansive wall. The ‘Battlepack yourself’ photo booth allows customers to have their photo taken in the style of the footballers they idolize, creating an inclusive shopping and brand experience.
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.