X SPEEDPORTAL

ADIDAS

It was the unexpected crossover we didn't know we needed until it came out of absolutely nowhere. The Rick and Morty Speedportal football boot collection teleported into our universe with a boot designed for the fastest players to help them unlock speed in all dimensions. Landed through a flurry of Rick and Morty-style activations alongside Mo Salah and Vivianne Miedema, the iconic stars were seen online playing football with Morty and in person with giant inflatable versions of themselves floating across London.

The in-store launch had to be just as impactful; as a result, the adidas' flagship store in London saw a Rick and Morty takeover that went on to win the 2023 Visual Merchandising Display Award for Best In-Store VM Solution.

The store acted as a portal straight into the adidas X Speedportal multiverse. On entry, visitors were welcomed by a 360° display that immersed them within the Rick and Morty multiverse crossover. The centrepiece saw a giant energy chamber boot display that appeared to teleport into the store from the floor. The energy chamber was surrounded by football boots in portals and teleporting mannequins in the latest adidas attire.

Visitors who purchased a football-related item were provided with a sequenced code for a Rick and Morty-inspired problem-solving mechanic within the display area, providing some lucky visitors with £100 of adidas vouchers.

The in-store activation continued to cross boundaries, entering the TikTok universe alongside star freestylers Harriet Pavlou and Ash Randall. They connected the retail activation with the Gen Z audience, as the content creators engaged with visitors throughout the launch day to further build hype around the campaign.