4DFWD Global Launch Experience
Amplify created a fully immersive 4D experience to launch the new adidas 4DFWD running shoe...
adidas faced a welcome problem. Their 4D range of footwear had become a staple for the hype crowd due to its aesthetic appeal but wasn’t considered a credible running shoe, despite its innovative design. With more people taking up running during the lockdown, adidas wanted to shift the perception of 4D technology and help runners understand the performance benefits of adidas 4DFWD.
The launch of 4DFWD, their most advanced running shoe to date, landed amid the pandemic, presenting us with a global audience tired of video calls and presentations on-screen delivering information but not much in the way of experience.
Our audience of press and media were suffering from over-exposure to screen-based experiences. To cut through the noise, we needed to go beyond the standard online launch format.
The pandemic had forced people into greater tech dependency. There was an increasing awareness that technology designed to bring us together can often have the opposite effect. In turn, this had created a desire for technology that provided a real human connection.
Innovation with purpose
For our Running Enthusiast, innovation needs to solve a pain point and provide clear benefits that link to performance. For the wider audience, innovation should break down information and make performance exciting.
Our approach was to take a technical innovation story and translate it into tangible, human benefit. To do this within a digital launch we created an experience that gave the audience the ability to interact with the content, allowing them to experience how the product provides a more efficient running experience, all through the concept of forward motion.
To add a moment of tactile interaction, alongside the product we sent the press an example of the 3D printed sole material, allowing them to feel the responsiveness in their hand, alongside the online experience.
4DFWD Global Launch Experience.
A 4D product requires a 4D launch experience.
With the pandemic and restrictions in place in the majority of regions, a launch that would normally take place in person had to move online. We wanted to turn this from a problem into an opportunity and use the full functionality that an online launch would provide.
The launch was a narrative-led, fully interactive mix of video, CGI and 3D exploration combined into one seamless editorial canvas. This allowed us to tell the story of the product, but also have the users interact with the science and innovation behind it.
The timeline for the launch was tight, with an eight-week window from pitch to launch and our partners were flexible from day one. They took on the project without a defined list of assets to work from, and work with. Tokyo Digital looked after the overall digital experience, creating a registration platform, animated holding page, content repository and fully interactive online platform in seven weeks. Inertia Studios created a 3D model of the product and the structures inside it. That model was used to create WebGL interactive moments with the shoe, the structures inside it and a beautiful shoe launch sequence that the client implemented into their consumer campaign.
Together, these elements were integral to creating the truly interactive engaging experience that was vital to cut through the sea of online launches that press and media were faced with at the height of the pandemic and ultimately re-established adidas 4DFWD within the running community.