Altavia.ODG designed a hyper-interactive activation for the launch of adidas X-Speedportal.

Altavia.ODG was asked to design Adidas’ in-store activation for the global launch of Adidas “X Speedportal”, in collaboration with Rick & Morty. From the brief discussion, it was imperative to approach activation design from a new angle and bring an elevated interactive element into the scene while making the Launch Zone and each store section attractive for both kids and adults. While visually, the portal graphics and video content from Rick & Morty would have hit the “Attract” spot, in fact, Altavia.ODG design team decided to raise the bar to reignite the fun in football through an interdimensional electrifying element.

From the launch zone and window displays to the footwear walls, multiple interactive elements were added to the space: from rotating lab plinths showcasing the different boot models and push-to-activate lighting effects through the lighting thunderbolts connected to the over 2 meter diameter green portals, to battery-like product displays with ISC complementing the campaign information across all touchpoints.

On the same day, the activation was rolled out and installed at Dubai Mall’s flagship store, Dubai Hills Mall’s ultra-digital store, and the AAA stores in Mall of the Emirates, Mirdif City Center, Young Athletes, and YAS Mall.

Additionally, the design has been adapted across other AAA stores in Qatar, Kuwait, Jordan, Morocco, Egypt, and Algeria.

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