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Retail graphic system for one

of the world's largest brands.

Expressive product photography

was used along with athlete

imagery to build a story all about

soccer training and the potential

benefits in performance.

Adidas is well known for its

connection to some of the

world’s best athletes. We built

visuals that capitalized on those

connections by creating a story

grounded in training and product

technology. Sculptural qualities

of the products were enhanced

via photography, adding interest

to individual characteristics

and expanding the visual story

beyond the athlete.

The first adidas stores in the US

market, Seattle and Santa Monica,

each needed its own expression

of the brand story. The training

story began in window treatments

utilizing David Beckham, and

expanded as the consumer moved

throughout the retail space.

 

Background graphics were printed

on a white metallic surface, and

foreground images were mounted

to acrylic and suspended on thin

metal rods.

Product imagery was mixed

in with athlete photography

alternating between windows.

This made for a nice rhythm

while providing strong visual

impact. Each window had a

black backdrop and was lit to

full dramatic effect making

for stunning visuals as day

turned to night.

A variety of athletes were

used throughout both stores.

The global presence of these

brand ambassadors made a

strong international connection.

The Santa Monica store featured

a series of structural columns

that were part of the store’s

architecture. Athlete imagery was

printed on one side and product

on the other, and each column had

a lighting mechanism housed

within it. The resulting graphic

presentation was visually striking,

while creating a pleasant lighting

effect within the store.

The Santa Monica store featured

a series of structural columns

that were part of the store’s

architecture. Athlete imagery was

printed on one side and product

on the other, and each column had

a lighting mechanism housed

within it. The resulting graphic

presentation was visually striking,

while creating a pleasant lighting

effect within the store.

The concept continued throughout

the store, each piece connecting

to the next. At the Explain level,

new product innovations were

explained through product benefit

copy, and photography emphasized

technological characteristics.

Different aspects of the training

routine expanded the product

story. Athletes were shown in

daily workout routines, game

performances, and victory

celebrations. Hard work + strong

game performances = sport at

the highest levels. This idea served

as a means to illustrate that a

committed work ethic is a key to

athletic success.

Signage was placed at eye level throughout the stores to provide

a recognizable cues for finding any

of the products quickly and easily.

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When new training product was launched, adidas needed a

brand expression for its new West Coast inline stores. Up to

that point in the brand’s history, product was always part of

a shop-in-shop scenario. With the foray into branded spaces,

we created a fully immersive experience that addressed all

levels of communication with the consumer.

 

Based on a linear progression through the store (Announce,

Amplify, Explain), we started with the Announce level - big,

beautiful graphics intended to get attention from a distance.

As consumers moved through the store, they were provided

information through a variety of other touch points. The Amplify

level expanded the ideas of training and the features of the new

product. Reaching the perimeter of the store, the Explain level

of information provided technical benefits and drove an

informed purchase.