For the launch campaign of Pureboost Go, the new adidas performance shoe built for city running, we piloted a set of interactive digital touchpoints throughout the store. The challenge was to bring highly-technical, dynamic product to life inside a store environment. Our goal was to explain the product technology and benefits in a language customers understand—and then pivot the conversation to bring customers into the world of running apparel.
We created surprising moments of interaction and discovery at the moment of truth, when customers first touch the product. We developed an augmented reality tablet app that allows customers to control a lifesize virtual runner. Users choose different actions (including warmup, cooldown, and a variety of running exercises) and pair them with different environments (heatwaves, rain days, dark nights) to see how apparel performs in different conditions. We also created a mobile web version to-go, for maximum shareability beyond the store. Additionally, when customers pick up the Pureboost Go product, nearby signage dynamically serves in-use photos and video, reviews by local runners, and product features in more detail.