To inform our project we conducted extensive research on adidas’ main target audience – Generation Z. We needed to deliver the ultimate retail experience for today’s 14 to 19 year olds.

We developed strategic principles, conducted ethnographic research, insights reports and third party resources to inform the experience we wanted to create.

Gen Z has unprecedented retail expectations. The group want to be involved, they are expert message filters and they expect digital experiences. We created a youthful attitude in-store, with the atmosphere and tone of voice consistent at each touchpoint to align with their needs and behaviours.

Customers are taken on an immersive journey into the history and culture of the brand, allowing them to celebrate its heroes, and beautifully showcasing adidas products in an unforgettable way.

Multi-media installations honour the achievements of sporting heroes, mixing battle-worn memorabilia with trophies, video and interactive experiences.

Shoppers are drawn into the heart of the store to a light sculpture of 500 pulsating bulbs that demonstrates the energy return qualities of adidas’ BOOST technology.

Designed with craft studios and street printing techniques in mind, the print shop gives customers the time and space to create a customised piece of memorabilia.

adidas' message has been conveyed at every touchpoint throughout the 1700 square metre store - from hero shoes to digital timelines to promotional sculptures; the store become a journey that engaged the customer with the brand on every level.