sl20 / faster than

adidas introduced their “faster than” campaign to launch the sl20 shoe, an emotive campaign connecting with the audience, inspiring them to drive change, & democtratising fast. this activation accentuates on the emotional sentiment of the campaign, and creates a race between the customer & their insecurities, empowering them to be faster than their self-doubts & push beyond their limits.
design
strategy
experiential
2d drawings
3d visualizations
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the activation enables the player to choose their insecurities, what they believe they cannot run faster than or beat. wearing the sl20 shoe, they step onto the treadmil and begin running, activating both the screen on the left of the treadmill and the one in front of them. the race begins with the screen displaying an avatar, representing the player, running, beating, & being faster than their insecurities.
egypt 2020
cairo
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egypt 2020
cairo
throughout the run, player can visualize themselves on the side & front screens as an avatar. the lighting tubes would be blinking simultaneously, encouraging the activity even more. the race begins with the screen displaying an avatar, representing the customer, running, beating, & being faster than their insecurities. the lighting tubes blink simultaneously, further encouraging the the runner.
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worked in AutoCAD in one tidy single file, with details, plotted in designated layouts
no matter what the player chooses, the avatar will always beat the form, making them indestructible, leading the consumer to understand that they are faster than expectations, faster than they imagined, faster than their self doubts & all their insecurities.
DWG/PDF file submitted
CAD/PDF
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