Bringing Compelling In-The-Moment Running Experiences to Stores to Boost Product Discovery
1
The Background
Running apparel accounts for 90% of floor space in adidas Performance stores, but lagged significantly compared to footwear. The adidas Running team wanted to drive these customers from the footwear wall to explore performance apparel. We had 10 weeks to concept, prototype, and launch several digital retail activations for adidas Running, culminating in the launch of Pureboost Go.
2
Augmented Reality Experience
We wanted to short-circuit the product discovery journey, simulating a real run and stimulating the imagination. By putting customers in a mid-run mindset, we helped them visualize how the apparel would perform for them, personally. Customers could use a tablet or mobile website to interact with a life-sized virtual runner and then place them into different activities and environments, which helped demonstrate how the apparel performed.
We designed and fabricated custom displays to activate the campaign at the entrance of adidas’ NYC flagship, and considered the full user experience, from hardware to software to content.
For efficiency, we used a common code-base across the in-store native tablet app and mobile website, and to create realistic 3D assets, we started with motion capture of a runner and scanned the model and her apparel using photogrammetry.
3
The Solution
See Your Run Differently
We started with motion capture of a runner, scanning both the model and her apparel using photogrammetry to create realistic 3D assets. The AR app enables shoppers to change the weather conditions to see how the apparel performs in different scenarios.
Explore Anywhere
For efficiency, we used a common code-base across both the mobile website and the in-store native tablet app. The mobile experience follows a more linear narrative for a guided experience outside the store.
Hacking The Shopper Journey
The full user experience was considered holistically from content to software to hardware. We built interactive displays using off-the-shelf components, serving insightful and inspiring brand and product information when shoppers browse apparel.
Distributed Campaign Content
Contextual content is served at key points along the shopper journey, threading the campaign throughout the store.
Establishing a New Comms Channel
The end result of this pilot program was to establish a new comms channel of in-store video served alongside merchandise, infusing the store with dynamic campaign imagery beyond the store windows.
