Amplify + adidas launch new product category “Sportswear” to global markets…
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...
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.
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:
- Take it easy and relaxed
- Get it done
- Stay curious and escape
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.