Data is at the very core of SPEEDFACTORY and central to the execution of the activation. On every available surface, we played with the visitors real-time data at unique touchpoints:

* The Kinect Wall - displaying consumer data in a visually striking, yet evolving way.

* The Photo Booths - manipulated personal and locational-based data into a unique branded portrait.

* The Footscanners - extrapolated data and comparing it side-by-side.

* The Trial Run - Recorded data and represented it in a newly edited and branded form.

* The Wireless Interactive Shoe - or simply provided a one-to-one exploration.

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.

One of the critical components of SPEEDFACTORY is that real athlete data is used to inform the design and structure of the footwear. For the activation, the data was provided by invited influencers and athlete VIP's; eventually, however, this user-data will be captured in the retail environment accessible to all consumers.

Any personal data capture is a controversial topic. We wanted to make sure any captured data was controlled solely by the consumer who created it. Our mobile digital wallet, complete with a personalised barcode was created with this in mind.

We wanted all data capture to be meaningful in some way, captured in a way that made sense for SPEEDFACTORY. Our caveat was to use tools like 3D Footscanners, Kinect Sensors, and Computer Vision that the 'Futures Team', the brand's in-house R&D lab, uses in their research. Via these tools the content created, photos, videos, and comparison guides were personal, striking and informative.

Our data capture was a fast, painless process that could, in the future, sit comfortably within retail. Short of entering their name and date of birth, when registering for the digital wallet, our consumers provided all data simply by standing, walking or running.

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 creative output in order of the user journey:

1) Kinect Wall, 2 Kinect sensors across 7 screens. Visitors skeletal data evolved chronologically across screens, displayed at first as raw coordinate data then seamlessly evolving into a recognizable human form by the end of the journey. From rudimentary skeleton, to point cloud, then incorporating depth data and finally adorned with a layer of video.

2) Photo Booths, location specific data, personal data provided by the visitor at sign up, face tracking data from Computer Vision and finally stereo photography incorporated into the 3 pieces of output (Instagram ready, A2 printable image file and stereogram).

3) Footscanners, a 3D scan of the consumer's foot was displayed immediately, but upon scanning both feet a side by side comparison of their actual feet dimensions was sent to them via the digital wallet.

4) Trial Run, 4 cameras and a Kinect captured the consumers running form. Real-time output displayed their cadence, run speed, limb measurements, and form. A 20-second branded film of this captured data was sent to their digital wallet.

5) Interactive Shoe, a custom accelerometer in the product enabled one to one control and exploration of its digital counterpart.

A Data Enhanced Consumer Roadshow - We captured consumer data in all the activation stations and translated that instantaneously into a digital product showing them the capabilities of data-driven design and the speed of production.

Data-driven Behaviour Change - Consumers immersed themselves into an experience that showed them, in an easy step-by-step process, how their data informs the design of performance running shoes and how SPEEDFACTORY enables the brand to make customised shoes faster than ever. The instantaneous translation of the captured consumer data to visual outputs on their smartphone was the perfect way to demonstrate the speed of the new digitalised manufacturing capabilities. We changed consumer 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".

Business Impact - The goal was to educate consumers on SPEEDFACTORY and the benefit that data-driven and accelerated manufacturing will bring to their lives. In addition, we were tasked to position the brand as an innovation leader launching the first production series of SPEEDFACTORY, AM4, and the newly established SPEEDFACTORY in Atlanta, USA.