With every international football tournament comes a flurry of inner childhood nostalgia, trying its hardest to break free. One primary driver is collecting stickers of the players, teams and host stadiums. Now collectable in traditional physical and modern digital formats, we knew if adidas tapped into that nostalgia driver - they'd land in the hearts and minds of visitors of all ages.
We kicked off the adidas Euro 2020 in-store fits with a fully immersive visitor retail experience encompassing the London Flagship Store (adidas LDN). The engaging consumer journey focused on spreading unity in football through a TEAM LDN sticker book. Visitors were invited to collect digital moments and physical stickers at various touchpoints, complete with a personalised player card that signed visitors up to the TEAM LDN lineup.
The interactive nostalgia narrative also included a vast deconstructed football launch zone display, tables made from Uniforia footballs, a digital vintage jersey creator based on adidas archive patterns, a digital subbuteo table, a digital kit creator to design and win a kit for a local team, an AR stadium experience, a 180 camera rig personalised GIF creator and a football simulator with challenges assigned to the adidas football boot archive.
adidas added the fit to another 11 stores, including the five main London sites. Each London store was localised alongside London-based artists: Selman Hoşgör, Ruth Davis and Daryl Rainbow. They created multiple bespoke pieces of artwork that helped tell the story of unity through international football alongside the author of 'The Football Shirts Book, A Connoisseurs Guide', Neal Heard, who curated an in-store vintage jersey exhibition.
Throughout the campaign, we delivered in-store concepts, assets, each store's rollout, promotional material production, artist and project management, full artwork wayfinding, window executions and messaging - for the London stores.
adidas are at home in international football. The twelve Euro 2020 in-store fits showed that by engaging and bringing together fans of all ages through interactive physical and digital experiences.