ADIDAS Hyperboost Edge Launch. Los Angeles.

The Hyperboost Edge was designed to be the first super trainer to deliver a running experience born from three key benefits; energy return, lightness and cushioning. Our task was to create a launch platform that would highlight how these three benefits, for the first time available in one product, combine to create a holistic running experience.

EXPERIENCE PLATFORM

The Hyperboost Edge was all about a feeling. It was a product that you had to experience, not just learn about and this principle became the inspiration behind the launch. 

Ignoring the traditional presentation format we created a set of experiences that were born from the product benefits, that felt energetic, light and cushioned.

We reset the senses, stripped back the noise of downtown LA and welcomed our guests into vast, yet minimal space, where light and architecture were designed to support the story.

Hyper Hubs

The experience was designed with a central core, this is where we would seed and introduce product, around that were three hyper hubs contained individual benefit stories, energy return, lightness and cushioning, each with their own aesthetic, tactility and soundtrack.

During the product intro, as each individual benefit was discussed the relevant Hyper Hub would light up, creating a connection between the story and the architecture in the space and teasing the experience to come.

Impact

An immersive space inspired by the product benefits that turned social feeds red.
In the first 24 hours:
Online impressions: 72m
Social impressions: 41m
Features: 136
“ADIDAS ran circles around the traditional product launch”

Post launch we created a global experiential platform toolkit to guide markets how to activate the Hyper Hub format ensuring the Hyperboost story rolled out consistently across the globe.