SPEEDFACTORY is the brand's automated manufacturing facility that brings cutting-edge innovative production to where the consumer is and enabling data-driven high-performance sporting goods faster than ever before. In the future, the vision of SPEEDFACTORY is to enable each consumer to create unique, personalised products based on their data and preferences -- Products designed by them, uniquely for them and produced where they are.

The brief was to create a modular evolving activation that updated with each product drop. Touring 6 cities explaining how data-driven design can influence products all while creating shareable content.

Our key objectives were to:

1. Build credential for the brand as the innovation leader in the sports industry.

2. Create awareness and understanding of SPEEDFACTORY by demonstrating its potential as the enabler for unlimited creativity and ultimate customisation.

3. Support sell-through of 300,000 pairs of footwear.

The concept of the six city touring SPEEDFACTORY activation fell into three areas:

Speed - the manufacturing process is faster than conventional production.

Co-Creation - athletes sports science data was incorporated into all 6 products.

Innovation - from the way the data was captured to how the products were made involved new techniques.

For this holistic view we built the interior walls from the same materials found at the real SPEEDFACTORY plants as well as accompanying print and digital visuals and copy explaining the SPEEDFACTORY process.

Visitors were able to co-create individual content through, face and skeletal tracking, foot scanners from our sport science team and a treadmill run which aggregated a 20-second film of their running data.

The whole onsite experience was tied together with our Web App (also refreshed with each city launch) - a digital wallet which added the 'speed' through consumer content delivery in seconds!

The strategy for treating data in SPEEDFACTORY was simple. It should always be owned by its creator, and all output we provide should be totally unique to that creator. Fortunately, the activation used cameras and body tracking and there is nothing more unique than the walk, feet or look of an individual.

Minimal user input was required at the outset of the activation, just name and date of birth at sign up. We predominantly needed these details for legal reasons and to be able to display their names at the various touch points.

Every other installation gathered it's data passively, either by:

1) Walking in front of a sensor that captured their skeletal data.

2) Using computer vision to track facial details during a photobooth moment.

3) 3D scanning of a user's feet.

4) Tracking limbs, cadence, speed, and form of your run

The only input required of the consumer was to scan their unique digital wallet barcode, which dropped them into a digital queue for specific installations.

The interpretation of the data was left solely in the hands of the creator - this was an exercise in painless data collection and subsequent delivery back to the consumer.

The touring activation was designed so that all external and internal elements could fit into the two shipping containers which also served as the primary structure making it fit for land and sea.

When parked side-by-side the inside facing walls became the floor of a bridging middle section allowing increased overall surface area. The custom roof above was fabricated so it could be assembled within hours. When in position, the interior space amounted to around 80m2 and accommodated up to 30 visitors at a time comfortably.

The containers housed 5 interactive installations - Kinect Wall, 3 Photobooths, 2 Footscanners, Treadmill Product Trial Run and a Wireless Interactive Shoe. We also had 3 custom made Flipdot screens and 6 HD screens displaying the product, product benefit explainer videos and over 60 posters. At every new location, all of this was material was changed.

From concept to go-live spanned 7, intensely productive weeks.

Impact - Across all locations, the desired amount of product was sold.

Response & Impressions - Over 17,000 consumers spent 20 minutes inside the activation, creating 40,000 unique outputs - with a completion rate (partaking in all installations) of 85.7%.

Behavior Change - We did not change the consumers behaviour per se, but we hopefully changed their perspective from: "I’m buying a shoe off the shelf." to: "I am part of the shoe design process through personalised data-capture" and: "I eventually will get a personalised shoe made for my specific needs".

Consumer Awareness - More than 17,000 consumers got to experience the roadshow first hand and millions of people engaged with it online through press articles or social media. In addition, we raised awareness in industry-leading news outlets such as Wired, Engadget, Business Insider, Quartz and other publications.