UNDER ARMOUR

CALM BEFORE THE STORM

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Anthony Joshua (AJ), multi-division title holder and Olympic gold medallist
boxing champion is one of the biggest and most exciting names
in British sport right now.

Sportswear brand Under Armour (UA) wanted to gain further leverage from
their sponsorship with Joshua with a focus in their flagship Oxford Street stores
in October 2017, before what would turn out to be his 20th professional victory,
this time against Carlos Takam.

 

Create a global retail campaign toolkit to launch the adidas Pureboost Go running shoe. This should communicate its key benefits, which include a wider forefoot and reinforced heel for more stability during street runs.

 

Create a global retail campaign toolkit to launch the adidas Pureboost Go running shoe. This should communicate its key benefits, which include a wider forefoot and reinforced heel for more stability during street runs.

Create a global retail campaign toolkit to launch the adidas Pureboost Go running shoe. This should communicate its key benefits, which include a wider forefoot and reinforced heel for more stability during street runs.

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Brief

Brief

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Evoking Joshua’s no-nonsense and understated style, UA wanted a display
that was both subtle and eye-catching.

To reflect the expected spectacle of the upcoming fight, the strapline
‘the calm before the storm’ was devised, combining an allusion to Joshua’s manner
as well as the expected maelstrom and intensityof the fight itself.

‘the calm before the storm’ became a great springboard for
our creative development and response to brief.

Create a global retail campaign toolkit to launch the adidas Pureboost Go running shoe. This should communicate its key benefits, which include a wider forefoot and reinforced heel for more stability during street runs.

 

Create a global retail campaign toolkit to launch the adidas Pureboost Go running shoe. This should communicate its key benefits, which include a wider forefoot and reinforced heel for more stability during street runs.

Create a global retail campaign toolkit to launch the adidas Pureboost Go running shoe. This should communicate its key benefits, which include a wider forefoot and reinforced heel for more stability during street runs.

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What we did

What we did

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We created a multi-layered display to make use of the depth available,
whilst also negating the restrictions created by the narrow footprint in store.
A backlit rear panel carried imagery of storm clouds that were illuminated in
a pre-defined but seemingly random sequence, to generate
an atmospheric lightning effect.

We collaborated with multiple agencies across a range of disciplines to ensure a joined up campaign and toolkit was launched across retail, online and social media at different locations.

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Cut-outs of Joshua in various poses formed the next layer
to create a 3D effect; the imagery was further enhanced with
a green halo toemphasise the gloominess of the storm.

 

Urban artwork and production drawings aligned with city runners were presented at each stage
of the customer journey including store windows, the Pureboost Go launch area and footwear walls leading to conversion.


At the adidas flagship store in New York, an interactive experience was installed to make the product talk, bringing to life the features and benefits of the shoe in an engaging way.

 

Urban artwork and production drawings aligned with city runners were presented at each stage of the customer journey including store windows, the Pureboost Go launch area and footwear walls leading to conversion.


At the adidas flagship store in New York, an interactive experience was installed to make the product talk, bringing to life the features and benefits of the shoe in an engaging way.

 

Urban artwork and production drawings aligned with city runners were presented at each stage of the customer journey including store windows, the Pureboost Go launch area and footwear walls leading to conversion.


At the adidas flagship store in New York, an interactive experience was installed to make the product talk, bringing to life the features and benefits of the shoe in an engaging way.

Urban artwork and production drawings aligned with city runners were presented at each stage of the customer journey including store windows, the Pureboost Go launch area and footwear walls leading to conversion.


At the adidas flagship store in New York, an interactive experience was installed to make the product talk, bringing to life the features and benefits of the shoe in an engaging way.

 

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The third layer consisted solely of the strapline panel using white lettering
on edge-lit acrylic to contrast against the storm colouring.

And the final front layer featured over-sized raindrops individually
etched into the acrylic panel, further enhancing the 3D effect.

The campaign retail toolkit was rolled out globally in stores and online, achieving strong awareness of the new product.

Excellent feedback was received by the client from the running community and wider customer base.


The campaign retail toolkit was rolled out globally in stores and online, achieving strong awareness of the new product.

Excellent feedback was received by the client from the running community and wider customer base.


The campaign retail toolkit was rolled out globally in stores and online, achieving strong awareness of the new product.

Excellent feedback was received by the client from the running community and wider customer base.


The campaign retail toolkit was rolled out globally in stores and online, achieving strong awareness of the new product.

Excellent feedback was received by the client from the running community and wider customer base.


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Results

Results

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isinstore’s relationship with the brand was enhanced through successful delivery of the campaign at all locations across the globe and the brand experienced a spike in digital engagement.

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