To launch the new Predators collection with great success, I was assigned the task of developing a unique sales point for the flagship store of Adidas in Dubai Mall. In addition, several important conditions were established: the integration of digital displays, a profound emotional impact, the company's scalability, everything must fit into a limited space and it is essential to use Adiclub.
I came up with the verbal concept "It's All About the Boots."Apart from uniforms and cleats, what distinguishes professional players?The playground where they play!The Adidas Predator takes you to the stadium.We style the entrance area as a stadium entrance, where professional football players enter for big games, making customers feel great. We will provide our lounge area with all the elements of boots, bringing the branding to maximum in every detail of the space.
To launch the new Predators collection with great success, I was assigned the task of developing a unique sales point for the flagship store of Adidas in Dubai Mall.In addition, several important conditions were established: the integration of digital displays, a profound emotional impact, the company's scalability, everything must fit into a limited space and it is essential to use Adiclub.
Consistent mechanics of buyer's action.
When a customer enters the store, they are faced with large mirrored displays that, when not interacted with by the user, serve their primary function as mirrors without consuming valuable space. The user then registers at a screen, where a stylized Predator Club player card is generated for them.If the user has a profile in the adiclub system, their profile is customized, their photo is pulled from their account, and their results are saved in their profile. After registering, the customer proceeds to the stadium entrance, where they change into cleats and enter one of two games. After playing, they return to the area where the screens are located, where they can view their results and take pictures of them.(The user then shares the photo with their social media networks.)
In addition to the main idea of the stadium entrance, we want to reveal as many of the main features of the product in our launch as possible.Primeknit, fold-over tongue, strike skin, control frame, hybrid touch, predator branding - these are all features that we want to highlight.
We decided to focus on one location and move on to adapt the lounge area to other stores at a later stage.We will present our idea and preview the basis for the flagship store and the halo store, which will be the same size as the designated area.
The Predator franchise is positioned as the most sought-after goal-scoring boot on the market.But scoring goals doesn’t just consist of kicking the ball. Goal scoring is about making accurate and effective passes, fast running and maneuverability.The expansion of the goal term allowed us to develop two game mechanics that allow us to showcase and highlight all of the declared features of the product.
The Predator franchise is positioned as the most sought-after goal-scoring boot on the market.But scoring goals doesn’t just consist of kicking the ball. Goal scoring is about making accurate and effective passes, fast running and maneuverability.The expansion of the goal term allowed us to develop two game mechanics that allow us to showcase and highlight all of the declared features of the product.
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