adidas:
A retail revolution

adidas is the only major brand to have a global program for all its digital tools running on a single platform – because we made it.

case study

The CR Platform

The CR Platform is currently powering multiple interactive experiences for adidas, giving the company a proven market advantage over its key competitors.

Deployed in 23 countries and functioning in 17 languages, the CR Platform is driving everything from digital signage and tablet-based apps to fully immersive showpiece features, all controlled from a single command centre.

From conception to delivery, we have worked in a harmonious partnership, and they have consistently delivered the goods. The agency has been outstanding in their commitment to helping us realise this groundbreaking project.

Chris Aubrey

VP of Global Retail Marketing Sport Performance, adidas AG

Thousands of shoes at your fingertips

The Virtual Footwear wall was the first adidas experience built on the CR Platform. This large-scale installation puts thousands of shoes at customers’ fingertips with super-detailed 3D HD shoes to browse and buy.

As well as enabling any store to stock virtually the entire footwear range – from boutique branches to third party wholesalers – the Wall allows adidas to directly control the way its products are presented, so it’s always 100% on-brand.

It’s also a brilliant showcase for existing content – from ads, campaigns and videos to twitter feeds, product specs and game stats – allowing adidas to optmise existing collateral, and leverage marketing investment.

The Virtual Footwear Wall out-performed launch targets by 300%.

A super-charged launch for a game-changing boot

The CR Platform played a pivotal part in the launch of the adizero F50 football boot. For two weeks, 250 pairs went on pre-order exclusively via the Virtual Footwear Wall.

Customers got to experience ‘the boot with the brain’ in 3D HD, with immersive graphics, in-depth detail and a live feed of global F50 buzz channelled directly into stores. The results were astounding: taking into account the halo effect, the gross sales performance was triple that expected.

Sales were over five times that of a standard boot launch.

Selective recommendation

adidas Beijing is using the CR Platform to power Home Court Arena – a table-top shoe-bar that forms the centrepiece of its new store concept.

The interface gives consumers multiple entry points into the shoe buying experience – whether they are 'hunters', 'prospects' or 'browsers' – and interrogates their decisions to generate the best possible recommendation, based on their needs.

Mobile access to the interface empowers staff by centralising the way they communicate and sell.

Directly connected to the world

NEO is an adidas sub-brand for teens. The Neo Mirror – installed in 50 stores worldwide – is built on the CR Platform. Featuring an integrated touchscreen camera, the mirror lets customers upload and share photos via Facebook and Twitter straight from the fitting room.

When it launched, in the new NEO store in Hamburg, the mirror gained 2,000 ‘Likes’ in one weekend, triggered over a hundred shared photos, and generated even more comments.

The NEO social media mirror received the largest share of the new store’s PR.