Adidas Retail Activation

In order to create hype and attract customers during the competitor-sponsored 2019 TCS New York Marathon, we created a retail experience so engaging that runners and spectators alike couldn't help but race inside to check it out. Through an immersive MakerLab experience centered around customizable gear, we helped adidas steal the show and win over the NYC Running Community at large.

Agency: Match MG
Experiential Design. Interactive. Social.
russell pritchard design new york marathon retail activation header
On the day of the marathon, we transformed the nearby adidas NYC Flagship store into a comprehensive MakerLab studio where people could customize anything from their kicks to new products like tees and sweats.
NYC Adidas in-shop customization retail display for the Marathon event.
Close up of hoodie and shoe laces that have been customized.
Photograph of touchscreen where people can customize their own marathon bib graphic.
We developed an interactive touchscreen experience that allowed customers to craft their own creations.
4 photos showing people customizing their garments as well as showing the various environmental graphics around the shop.
Photo of the 6 palette screen printing station used at the event for customization.
Photo of someone helping somebody customize their gear.
And we designed a visual language that incorporated elements of creativity with photography that paid homage to the greater NYC Running Community.
We didn't forget about the boroughs either! Mini screen prints were available so people could rep their 'hoods. The illustrations hooked to the latest product and featured a winged UltraBoost 19.
Photograph of small screenprinting screens freshly inked on t-shirts featuring graphics of the NYC boroughs.
Several photos showing people screenprinting their own graphics as well as holding them up for others to see and capture/share on social.
The event inspired social engagement and, ultimately, a memorable experience to share long after it's finished.
Photograph of people holding up their custom creations.
Sign off image that reads "Thank you for running with us!"

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