In the tail-end of 2015, adidas took the best from the Originals archive and fused it with the engineering of today. The result, NMD, is a technical runner in the form of a lifestyle sneaker – for those constantly on the move.
We took over multiple retail accounts in the UK and overseas (inc. Size? and Offspring) with curated window and in-store displays. Surrounded by archival imagery, the NMD stood proud on a brass-finish table, conveying the idea of the past empowering the future.
For Footpatrol’s presentation of NMD, our curation-led approach grew to a two-floor pop-up exhibition, complete with canvassed lookbook shots, urban artefacts, brass-finish display plinths and an interactive trial zone (think “shoe selfie”).
By bringing the Originals archive into a contemporary context, we were able to tell the story of the urban explorer, casting visitors within that role. This maximised sales and set the tone for adidas as it approached 2016.
For more information contact Chris Cook
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