adidas X Crazyfast

An immersive product launch pop-up in Shoreditch for the new X Crazyfast boot.

To mark the UK launch of the new X Crazyfast boot, adidas needed an event unlike any other to attract up and coming football talent to show up and take the shoe for a test run.

TBWA London‘s powerhouse creatives Lauren Coates and Harriet Russell-Vick conjured up the concept “speed pays” - a playful and inviting brand platform to put the performance of the new footwear front and centre in consumers’ minds.

From there we collaborated on a large scale event takeover of a spacious yard just off Brick Lane, with my role being to translate the platform concept into a series of interactive digital and immersive athletics tests to put the X Crazyfast boot on show.

speedpays.net

Guests could register for a chance to attend through the adiclub app, with a lottery system selecting lucky winners. Once onsite, they were handed head-to-toe adidas kit and the new X Crazyfast boots, and were challenged to three high performance tests. Their accumulated score across sprint, dribble and reaction time challenges gave them a position on the leaderboard that unlocked prizes on the day and further discounts on the adiclub app.

Test 1 - 25m sprint against a digital athlete avatar on an LED wall triggering content with laser finish line .

Test 2 - Dribble the length of a responsive illuminated slalom track to beat the top contender pace.

Test 3 - Reaction time challenge on the X Crazyfast logo using pressure sensitive pads to trigger audio and lighting cues.

Across 3 days more than 500 guests, invited press and influencers showed up to put X Crazyfast to the test (and, thankfully, the weather held out too!)