Adidas Falcon retail launch
CONCEPT | DESIGN | ART DIRECTION | STRATEGY | EVENT/EXPERIENCE DESIGN
After launching the new sneaker silhouette at select high-end retailers, I was brought on to help launch the full range of sneakers at all the retail locations in the US:
Lady Foot Locker | Kid’s Foot Locker | Champs | Six:02 | DTLR | Finish Line | Jimmy Jazz | Villa | Esco | Kicks USA
Global campaign imagery featuring Kylie Jenner was given to each retail location. In order to differentiate the retailers, however, I aided in identifying local and strategic influencers that would help authenticate the story. These (micro-) influencers had to have the adidas Originals attitude and feature the 90’s vibe that have made this shoe a viral hit. Influencers were asked to hype the event and made their own appearance. The photography was featured on both the retail and the influencers’ social media channels.
Along with the Influencer social media calendar, I was able to craft a story that incorporated the global content along with the regional and retail-specific content and matched the general timeline for the launch. A sneak peek was incorporated to the creative in order to create awareness for the launch, the events were featured on all channels leading up to them, and the official launch was coordinated between all retail locations to craft a social media take-over/black out on the day the shoe dropped officially.
At the time of this launch, Instagram TV was released. I concepted and designed ways to carry the story from the Instagram page to the Instagram TV and having these profiles and stories live beyond the usual channels.
Events & EXPERIENCE
The events had to be 90s throwbacks: arcades, gas stations, theme parks. They each featured a different facet of growing up in the 90’s, as dictated by their location. In New York, the space resembled a bodega, while in California, it was inspired by a gas station.
I worked closely with designers, copywriters and the project manager to produce a retail space that captured the 90’s vibes. The seeding kits were each tailored to the retail persona, and the activations all offered a different photo-moment. With a tight budget and a growing list of deliverables, this project moved fast but yielded a viral event, with over 2,279,641 posts featuring #Falcon.