Title	ADIDAS HOMECOURT ARENA PRINT SHOP
Brand	ADIDAS
Product/Service	POS
Category	C02. Point of Sale & Consumer Touchpoints
Entrant Company	FITCH London, UNITED KINGDOM
Advertising Agency	FITCH London, UNITED KINGDOM

Name	Company	Position
Gemma McDonnell	FITCH	Associate Design Director
Phil Heys	FITCH	Creative Director
Lucy Manski	FITCH	Designer
Romin Mahdizadeh	FITCH	Senior Designer
Gina Groves	FITCH	Client Manager
Alice Moorcroft-Hughes	FITCH	Client Co-ordinator

Brief Explanation

The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. The HomeCourt Arena store concept turns retail into a place where consumers can feel the energy of the game, the thrill of the event and the frenzy of the fans.

The Brief

adidas HomeCourt Arena stores bring a passion for sports to life. We wanted to take customers on an immersive journey into the brand’s history and culture allowing them to celebrate the brands' heroes and their achievements, as well as beautifully showcasing their products in an unforgettable and unique way. The strategy was to ensure that the adidas message was conveyed at every touchpoint, creating meaningful opportunities for spontaneous purchases.

How the final design was conceived

The artisanal look of the Print Shop stands out against the backdrop of high tech equipment and footwear. It encourages shoppers to pick up something extra by creating a personalized piece of memorabilia. With staff on hand to help create the ideal football jersey, the moment becomes personal and human – deepening connection with the brand. The Print Shop is designed to immerse customers in the adidas HomeCourt Arena (HCA) experience, using engaging experiential storytelling.

Indication of how successful the outcome was in the market

The Print Shop was first launched in adidas HomeCourt Arena Barcelona, but will be rolled-out and implemented globally through 2015 and 2016. The Print Shop is an on-going promotion designed to boost sales and profit margins of jersey shirts. The shop allows customers to immerse themselves in the adidas experience, personalising their own shirts and aligning themselves with their sporting heroes. 4. Results (150 words). What happened as a result of the promotion and/or activation? How did the promotion and/or activation achieve the goals and influence business outcomes? Include commercial results such as sales and profit as well as change in consumer awareness and attitudes. Please note, in the absence of any indication of results, the jury cannot give a mark for this and the entry could suffer as a result The Barcelona store opened in February 2015, as a result there are not any sales or footfall results at present. The print-shop concept is being rolled out globally and has been adapted to include basketball jerseys.