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adidas Sportswear

Internal launch event for a new Sportswear product to internal staff, stakeholders and PR partners.

As the digital design and development collaborator, Tokyo Digital played a crucial role in the successful pre-launch of adidas Sportswear, targeting internal stakeholders and media partners. This latest product launch from adidas, built on the unique pillars of “Take it easy and relaxed”, “Get it done”, and “Stay curious and escape”, is specifically aimed at Generation Z.

Our task, as set by Amplify, was clear: to design a series of immersive digital experiences that resonate with the new generation's seamless integration of the digital and physical worlds.

With the physical products not yet available, our initial step was to create a digital catwalk, providing an exclusive first look at the new Sportswear range. Utilizing 3D assets, we crafted an interactive and engaging virtual world. In this space, users could explore the new collection in various lifestyle settings, simulating a journey through a virtual wardrobe.

To support this digital unveiling, we developed a bespoke virtual platform to showcase the new product category and delve into its story. This platform delivered high-definition media to a wide audience, capturing their attention with its detailed and engaging presentation.

Leveraging AWS MediaConvert, we produced video-on-demand (VOD) content for broadcast and multiscreen delivery on a large scale. Our solution was fully optimized for various devices, browsers, and bandwidths, ensuring a scalable and reliable experience that maximized user satisfaction.

Adidas believe sport plays an increasingly important role in more and more people’s lives, on and off the field of play. It is central to every culture and society, and is core to our health and happiness.

Based in Herzogenaurach, Bavaria, Germany, Adidas AG stands as a leading figure in the athletic apparel and footwear industry. Renowned for its superior quality, Adidas boasts being the top sports gear manufacturer in Europe, and the second largest globally - only surpassed by Nike. Adidas underscores the pivotal role that sports play in people's lives - whether on the playing field or off it. For Adidas, sports are the heartbeat of every culture and society, as they are intrinsically tied to our well-being and joy.

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