To keep adidas originals the brand of choice for the aesthetes and streetwear hounds of Dubai, whilst celebrating and leveraging the drop of their new silhouette: The Deerupt.
Design an experience that jumpstarts conversation online and sales across six markets.
Everything around us is informed by the grid, the shapes of our cities, the design of our phones and even the blank canvas that will host our next burst of creativity.
Our audience also lives in a world governed by GRIDS, with the Instagram grid leading the way. To excite them, we needed to find the key that unlocks the door to their creativity, a space free from all constraints and triggers the desire to inspire others.
PUSH THE GRID TO THE LIMITS
Celebrate the launch by giving a select number of guests unprecedented access to both the sneaker & the grid. Create a world designed by INSTAGRAM USERS for INSTAGRAM USERS. Every square inch needs to trigger an organic post from our audience, our product needs to act as a content enabler not as an add-on. Bring to life the disruptive spirit of our product and hand ownership of it to our guest.
INTRODUCING A NEW CLASSIC
The story we wanted to share echoes the rawness of New York’s 80’s avant-garde scene. Inspired by the original adidas runners the DEERUPT is more than a new silhouette, it’s a lifestyle choice that is being introduced to a new breed of consumers. The name and design are a blend of two concepts, disrupt and erupt, the ethos our audience lives by.
AN IMMERSIVE AND CANVAS LIKE EXPERIENCE
We knew design, heritage and innovation are prized amongst
our target audience and this launch ticked all three boxes. Hosted at the Industrial Avenue, our launch introduced the product in a bespoke setting infused with custom made furniture, light & sound design. The result: a totally immersive moment that broke away from the reality that surrounds us.
PUSHING THE LIMITS OF TECHNOLOGY
Guests were taken on a journey showcasing the heritage and inspiration behind the new product via visually striking video content and with the use of video mapping technology, we were able to create a grid that acted as a reference point as well as an immersive light-designed grid to encourage and trigger user generated content.
This experience enabled us to give Dubai’s key content creators the opportunity to celebrate, shoot and capture the new silhouette in a truly underground party jumpstarting the conversation with a wider audience.