Adidas recently released the ‘Nite Jogger’ – a fresh interpretation of the 1980’s original and, with its spotlight-like visibility, a perfect fit for nocturnal urban explorers. The campaign’s store communication picks up the shoe’s main feature by implementing reflecting key elements, such as window displays, tapes and cutouts, as well as a call to action that invites passersby to take pictures with flash in order to spy the glowing footwear.
The ‘Nite Jogger’ campaign has been realized in over 45 adidas Originals, sports performance and franchise stores across Europe, including the flagships in London, Vienna, Madrid and Milano. Besides the window installations and instore launch zones, a special activation took place in Berlin’s late-night corner shops called ‘Spätis’: Customers could win their own pair of kicks by acquiring scratch tickets.
LIGANOVA planned and realized the stores’ windows and launch zones, and was furthermore responsible for the holistic Berlin ‘Späti’ experience: from concept through design up to the implementation.