Client:
adidas
Creative Agency:
The Studio, Hill and Knowlton (H+K)
Summary:
adidas’ latest leap forwards in innovation and technology – the first ever ‘Ultra BOOST’ running shoe, needed launching to the world. The global press community descended upon ’23 Wall Street’ – a derelict bank in Manhattan’s old financial district, New York, where olympic athlete’s such as Yohan Blake, David Villa, and Sammy Watkins pledged their allegiance to the revolution of the shoe and revealed the product.
Here, press had the opportunity to get familiar with Ultra BOOST throughout a variety of different spaces within the derelict bank. These included a testing area to try out the product. Interview spaces to speak with the adidas and athete’s. Photo studios to capture the product and hospitality and work zones to sit, work and share the newly unveiled product with the rest of the world.
Concept:
Ultra BOOST – Join the running revolution.
Raw, bold aesthetics dotted the event space such as hazard tape and graphic statement messaging. A dis-used bank spoke for itself and took the largest presence to guests as they entered the gritty, concrete, derelict building.
Elite athletes ran through the streets of New York, gathering in numbers as they drew closer to the building. As press gathered, the athletes break through an artificial wall to open up the main event space to the audience. Olympic brand ambassadors appear within a central stage design revealing the shoe to the press.
Following multiple areas of engagement throughout the building, press took a unique opportunity to visit an old Wall Street vault where they collected their very own pair of adidas Ultra BOOST.
Role:
Senior 3D Designer
Project involvement:
- Design development from pitch to delivery
- Design visualisations
- Design technical drawings
- Liaison with creative director
- Liaison with technical production director
- Liaison with creative team
- Liaison with contractors
- Client presentation
The duration of this project was 4 months on a full time basis.