Adidas 4DFWD

Global launch of an innovative icon.

2019

Working collaboratively with Tokyo Digital, Amplify and Inertia, we produced a narrative-led, fully interactive mix of video, CGI, multi-directional audio and 3D exploration to create a seamless editorial canvas to launch a groundbreaking new running shoe for Adidas. The press event heralded a new way for Adidas to launch and utilise browser technology to simultaneously reach a remote global audience.

What we did

UI Design Campaign

Development
AndAgain

Adidas 4DFWD launch screen reading 'The Pursuit of Excellence' over a dark data-display interface
Countdown timer at 00:00:00:03 on a dark network-pattern backdrop before the live event
Adidas web page announcing an exclusive 4DFWD trainer drop on 15 May, with a presenter in a video window
A presenter beside a floating 3D model of the 4DFWD running shoe, its lattice midsole highlighted
Interactive 3D view of the shoe's green lattice midsole, labelled 'Forward motion', with a presenter video inset
Pale wireframe interface for the Adidas launch platform, with data panels and the location 'London, UK'