CHECKLAND KINDLEYSIDES, Leicester / ADIDAS / 2017
The NYC store is a raw manifestation of a high school stadium, in which every element within the space has been rigorously challenged to conform to this aesthetic vision. The culmination of this approach results in a soulful and honest reflection of sport, authentically connecting to the target consumer. Creativity is the primary message that resonates throughout the space; presenting adidas as the facilitator to enable the sports man or woman to create and achieve whatever they put their mind to.
The space lives and breathes New York, seamlessly connecting its people, events and locations in real-time, amplifying consumer engagement with the brand. A revolutionary digital strategy aligns all streams of online communications and social media, blending the online world with the tangible New York space. This creates a network of micro-moments that connect in and out of the store, making the brand central in the creator’s journey.
Within the store the digital content is executed across 4 different technology based platforms:
A digital wall ‘sets-the-stage’ and creates an immersive atmosphere for the consumer – it is the backdrop to the stadium, product and stories. Varied content, from brand campaigns to speaker series, transform the wall into an opportunity for presentations.
Driving consumers’ in-store, spectator stands sit centre stage, surrounded by live screens. On a global scale these screens showcase key sporting moments from across the world. Locally this is blended with sports channels, NYC team’s player profiles and a kiss cam, adding a playful and relevant aspect.
A track and turf section encourages consumers to wear-test product set against a digital backdrop of NYC running spots.
A Mi-adidas Customisation Area empowers creators to put their stamp on adidas products, inspired by digital screens which showcase inspirational content ranging from trends to Instagram montages.
The store delivers an outstanding customer experience that continues to generate conversations across social channels from sporting influencers, press and customers:
“Creating myself every damn day. Thanks Adidas for the love & telling the stories of dream makers. The new flagship store in NYC is fire”
Robin Arzon (@robinNYC)
“Dope new 5th ave flagship store @adidasnyc”
Wendy Lam (@nitro_licious)
“Adidas just opened a new kind of store —and Nike should be terrified”
“Adidas NYC flagship raises the bar on sports stores”
“Adidas’ New NYC Flagship Throws A Challenge To Nike”
“The brand’s newest (and largest) store is the stuff sport fantasies are made of”
New York Post
“The new @adidas_nyc store is life!”
“Damn the new @adidas_nyc store is fire, juice bar included. Adi would have been proud!”
“Also today, I met Mr. Adidas himself. The new adidas store was insane!”
AOI ADVERTISING PROMOTION, Tokyo