From its founding in 1924, Adidas embarked on a mission to provide athletes with the best possible equipment. Gold medals in Amsterdam (1928, Lina Radke) and Berlin (1936, Jesse Owens) were just the beginning of the story. Today, the Adidas global brand ranks second worldwide in sales of athletic shoes and apparel, and their products being sold in almost 200 countries.
Adidas sought to create an exhibit experience that positioned them as the global leader in collegiate apparel. Certainly not new to tradeshow marketing, the Adidas leadership team’s objective was quite simply to “step up their game” from previous shows. The exhibit space needed to be “very functional” and include private meeting and selling spaces, and merchandising areas - but also private, as the attendee audience was by invitation only.
As the primary exhibit objective was that of privacy, the exhibit utilized a “fortress design.” A bold entryway served as a gateway to the space, and live TV was used to enhance the experience. High-impact graphic applications and strong logo presence were coupled with multiple merchandising areas to support the brand. Finally, functionality was accomplished through the use of comfortable, private meeting and selling spaces, and an innovative merchandising solution.
While measurable results from the engagement are still pending, Adidas’ stakeholders raved about the experience. The exhibit was “extremely well received” by the attendee audience, and allowed the Adidas team the ability to tell “key stories.”