“Creativity Doesn’t Live On A Rack”

For adidas’ flagship store in the heart of New York City, I worked as part of a team that combined Industrial Design with creative concepting and execution. We needed an idea that gave people a reason to interact with something different in the retail space. The ID team developed an immersive Augmented Reality retail experience that brought adidas Running products to life in the space so shoppers could understand the product features in 3 dimensions. The copywriting team was integral to the process– our words for the display and screens had to deliver messaging that brought the ethos of adidas Running to life while drawing in the audience to interact with the experience. Lines like “Creativity Doesn’t Live On A Rack” worked well and provided a fresh voice for the tech and design.