In spring 2018, Adidas launched the high-tech running shoe Adidas Solar Boost targeted towards people with an urban lifestyle. Kicker got the strategic and creative assignment to develop a powerful instore campaign that would make the new shoe attract both retailers and consumers. No one would settle for anything but that Boost would become a success in terms of sales from day one.
A physical store is a busy environment where brands continuously battle for exposure and space. In order to earn our place, we needed to create an inspiring shopping experience that made consumers stop and become interested. Inspired by the city's raw concrete and atmospheric neon lights, we developed a flexible instore campaign that matched the premium attitude of the shoes. All campaign units could be individually adapted to the major sports chains and the unique conditions of each store. To engage the dealers and to kickstart the campaign, Kicker also created a VIP-event at "Fotografiska" showing inspirational movies containing product benefits and key arguments for sales.