Adidas
Speed Portal
Retail
adidas wanted to launch the X Speedportal football boot in its London flagship with an activation that’d achieve cut-through in a crowded market that can struggle for differentiation.
The brief centred on a Rick and Morty crossover/takeover – turning a product launch into something fans and consumers alike could visit, explore and interact with.
Tangent created a launch zone and conversion zone built around the Rick and Morty multiverse.
Visitors entered through a 360-degree display with a giant central energy chamber, with boots set into portals and teleporting mannequins appearing from the floor. Shoppers who bought a football-related item received a coded token card, giving them the chance to open a safe in the conversion zone.
TikTok football freestylers Harriet Pavlou and Ash Randall attended the in-store launch event, creating content with visitors and building excitement around the takeover.
The activation gave adidas a high-visibility football launch inside its London flagship, with product, participation and retail conversion all working in harmony.
