Adidas Debuts New Shoes with Low-Riders, Double Dutch - Event Marketer

Adidas Debuts New Shoes with Low-Riders, Double Dutch

DB_adidas_Ex 2008
Brand: ADIDAS
Agency: ACTION MARKETING GROUP
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2008

Adidas launched its new Megabounce shoe over the 2007 holiday shopping season through a unique try-on lounge that extended the footprint of Foot Locker stores throughout the city and provided a street-side and in-mall interactive. Three Bounce Lounges were positioned throughout New York City, including Times Square, Herald Square, Union Square, SoHo and Fulton Street. The glass Bounce Lounge trucks provided consumers the opportunity to warm up as they tried on the adidas Megabounce shoes.

The interior of the lounges included custom-designed Bounce cell ottomans that resembled the cells found in the soles of the Megabounce shoes themselves, plasma screens running looped ad material and a sound system. After trying on, each consumer received an adidas branded token and a Bounce travel mug that was filled with hot chocolate as they left the lounge. Consumers were directed to the nearest Foot Locker store to purchase the shoes and redeem their token in the Bounce Machine, which dispensed bouncy balls. Consumers who got a red ball won a free pair of Megabounce shoes.

A fleet of Bounce-stylized low-rider cars roamed the streets creating additional buzz for the lounges, and simultaneously, in five malls in the New York City region, 10-foot-by-20-foot mall footprints allowed consumers to try on the new Megabounce shoes and watch and participate in performances by professional Double Dutch teams. The program exceeded the brand’s sell-through goal by 13 percent with more than 10,000 try-ons in just two days and more than 10,000 unique consumers driven to retail.

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