Amplify + adidas launch new product category “Sportswear” to global markets…

Challenge

Amplify were challenged to launch adidas' new 'Sportswear' category in a unique way to key internal stakeholders, markets and retailers. The launch represented a new beginning within the brand's sporting heartland. Our focus was to shine a light on the category and it's positioning to the next generation...

Insight

Gen Z is currently creating their future, they don’t need to be defined and certainly won’t be constrained. Unlike their predecessors, Gen Z don’t move between IRL and digital worlds. They live in both simultaneously.

Strategy

To deliver a series of themes creative experiences that reflected Gen Z's ability to blend the world of digital and physical bringing to life around three consumer moments:

1. Take it easy and relaxed
2. Get it done
3. Stay curious and escape

Solution

The world of Sportswear

With physical product not available we reimagined the category launch of 'Sportswear' in a virtual world, using CGI and 3D to bring the new product range to life.

Sportswear Virtual World: An immersive CGI film with an abstract and unapologetically edgy look and feel. Viewers travelled through the three different lifestyle occasions, exploring the new range.

FW22 Capsule Catwalk: A first for adidas with a digital catwalk revealed the official first 12 looks of the Sportswear range. 

A Sportswear Digital Hub: A bespoke virtual platform for markets to use on an ongoing basis both showcasing the new product category and providing a deep dive into the range and product story.