So, in order to share the passion and act as soon as possible, we will use our creators club membership system to unlock the full experience. In doing so, we place our community at theforefront of adidas running evolution throughone-of-a-kind interactions with brand & product.
Educate phase
Focus on telling the story behind the tech andhow this translates into performance. Createcredibility for the 360° all inclusive fit, supported by consumer experiences.
Highlights Educate phase
- Let the user discover the deconstructed Ultraboost22 by building it up layer by layer. With each layer, we explain how the shoe has evolved and how the tech benefits the runner’s performance.
- Through a interactive slider we display the progress of research made and the evolutionary changes.
- Show a series of runners’ profiles who have shared their stories on what fuels their supreme energy. It is a platform contributed to by athletes, influencers, AR captains and user-generated content. In-store, consumers can scan to unlock profiles via NFC to reveal more in depth stories from each runner.
Discover the new Ultraboost22
Progress diagram
Testimonials – stories from runners for runners
Launch phase
Unleashing Hi Energy which is available to buy via the virtual store. Boost this energy with a cadence playlist & surpass it by playing the game for energising rewards.
Highlights Educate phase
- Virtual store inside the house of running which displays the whole Ultraboost22 line.
- The adidas cadence playlist will be curated by influential female DJs and musicians.
- A 22 day running game challenge. The mission per day is to collect at least 22 energy balls
Virtual try on and shopping
Playlist curated by influential female DJ’s and musicians.
Running game challenge.
Sustain phase
Is all about keeping the story of the Ultraboost22 alive. Via (live) inspirational speakers and smart updates on previous activations.
Highlight Sustain phase
- Host a series of experiential (live) sessions online and in-store. All designed to give the running community more energy.
