The ‘sport performance’ store concept – designed by JudgeGill – has been a resounding success. As its flagship retail brand, adidas is committed to evolving the concept to ensure that it’s always the most innovative and inspirational sport experience on the high street, and that it truly reflects the adidas brand promise of “enabling a better you”.It’s in this light that the agency approached adidas with a suggestion - to create an interactive, in-store experience that helps fulfill the adidas brand promise by explaining the benefits of sport to its customers in a fun and engaging way.

The design is the result of an amazing collaboration between creative agencies, technical experts and sports scientists. It’s based on the discovery that there are three core athletic skills common to all sports. By getting customers to test these skills in-store, adidas is helping them improve fitness and therefore fulfilling its brand promise.A crucial part of the design team’s approach was to define how adidas wanted its customers to feel when they used miCoach. This was discovered to be ‘limerance’ – the intense sense of delight we get when we watch someone important to us succeed.

miCoach Core Skills is a huge success – with customers queuing to use the machines. Research shows:- Customers think the design is “inviting and compelling”. - 75% said that Core Skills shows adidas’ “dedication to sports”. - Over 80% said the experience was ‘extremely fun’ and ‘easy to use’. - Test units have hit an average of over 300 users per week. - Over 24,000 unique visitors to core skills website between July 2008 and February 2009.It’s also a powerful CRM tool. Roll out is on track – already in Beijing, Berlin and Paris, with another 13 locations worldwide to follow