4DFWD

Amplify launches adidas 4DFWD Globally as a credible and advanced running innovation to both a PR and Media audience + Retail, changing perceptions about the possibilities of 4D technology…

Challenge

Amplify were challenged to create two unique experiences that heroed the adidas 4DFWD performance innovation in an intuitive way, firstly for exclusive PR and Media audience and then to a Global Retail audience.

Insight

  1. Innovation is the #1 driver of brand image and industry data shows us that innovations that are first incubated in running have the biggest impact on consumers.
  2. For the Running Enthusiast, innovation should solve a pain point or provide a clear performance benefit and not just be “innovation for the sake of innovation”
  3. Innovation is about trust. Trust comes from transparent information and proven success with tangible results.
  4. 2nd highest priority for runners is to run greater distances and in greater comfort (=easier)

Strategy

To position adidas 4DFWD as a credible running shoe to a virtual PR and Media audience and deliver intuitive consumer experiences that showcases performance credibility to a physical Retail audience. To demonstrate adidas as a retailer that has innovative technology at the heart of its offering.

The Idea

A tale of two halves;

A narrative-led Launch, fully interactive mix of video, cgi, multi directional audio and 3D exploration for PR and Media. And a retail design offering a tantalising taste of progress by turning stores into running community hubs and retail touchpoints into motivational platforms.

The Solution

adidas 4DFWD.

Designed To Move You Forward

We strived to re-position adidas 4DFWD as a credible running shoe in Media and Retail. Drawing on Campaign shoot imagery and motion content we strived to do something different with the launch.

PR and Media

Via an innovative virtual platform, we created an ‘as-live’ event optimised for local timezones, featuring a combination of key brand spokespersons + athletes together with interactive animated elements that helped to bring the 4DFWD product story to life.

This was a truly co-created experience made within an 8 week window.

Retail

The retail environment was designed to bring to life the forward motion benefit of the adidas 4DFWD shoe - capturing motion in the moment through dynamic displays with angled finishes that reacted to movement, and dramatic, fast-paced video textures that created a visual link to the key product benefit while a scientific testing aesthetic linked to the digital design of the shoe.

The visual retail journey featuring pulsating neon arrows, gameified experiences that rewarded members and staff + consumer activations were designed to appeal to different kinds of runners and help athletes of all levels to take it even further forward.