4DFWD Global Launch Experience

Amplify create a 4D experience fit to launch the NEW adidas 4DFWD running shoe...


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 - their most advanced running shoe to date.

Insight + Strategy

A technical innovation story

Stand out: Our press and media audience suffered from over-exposure to screen-based experiences. We needed to go beyond the standard online launch format to cut through the noise.

Be human: 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.

We took the technical innovation story and translated it into a tangible, human benefit. The digital experience allowed the audience to control how they engage and interact. Enabling them to feel and experience how the product provides a more efficient running experience, all through the concept of forward motion.


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.

A global launch

Together, these elements combined to create 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 to re-establish adidas 4DFWD at the heart of the running community.