EUROPE adidas

X20 Launch

Experiential / Retail Experience


To generate desire and excitement around of the launch of their X20 boot, adidas asked us to create a dynamic retail experience that would drive full price sellout.

The overarching goal was to establish X as the fastest boot in the market for football creators, demonstrating that the X20 boot provides next level speed and is faster than everything that has gone before—allowing wearers to ‘ghost’ their opponents.

Not only did we have to make X20 appear physically and digitally unmissable, we also had to elevate adidas’ unique ‘Carbitex’ technology and make it famous, while simultaneously driving footfall and promoting mass engagement. 



Our activation aimed to validate X20’s association with next level speed and give Carbitex life through dynamic storytelling. 

Multisensory installations across the whole store highlighted the design, features and materials of the X20, demonstrating that when all are harnessed they create the speed that the X franchise is renowned for.

The Launch Zone was our central, show-stopping speed hub, which introduced the X20 and the benefits of Carbitex. Alongside multiple product education points with touch-free tech to ensure COVID-safety, it featured an interactive ‘ghost wall’ offering consumers the chance to ‘see’ ghost speed as they passed through the space.

In the men’s landing zone, COVID-safe product testing offered the opportunity for consumers to get hands on with the boot and put their speed to the test on our custom X running track.

Meanwhile, in the base, a stripped back but highly shareable installation inspired by Mo Salah’s hero creative, offered a visualisation of him ‘ghosting’ defenders as he runs in his X20 boots.



In spite of lower footfall due to COVID, the installation was a huge success for the brand with the design, storytelling and technological innovation used throughout offered up as a blueprint for effective future storytelling in retail. 

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