The Business Issue
When unveiling a game-changing new running shoe two and a half years in the making, Adidas demanded a product launch event that would wow on every level. Hailed as ‘the greatest running shoe ever’ Ultra BOOST was would be showcased to the world from an exclusive location in New York City with world class athletes in attendance, all of whom would pledge their allegiance to the revolution in front of 150 journalists from around the world. With this in mind, Adidas were keen to find a way to amplify the buzz within the launch environment and turned to StoryStream to provide just that.
Using our LiveScreen output on large screens within the venue, Adidas engaged a select group of influential attendees and encouraged them to share their moments from the launch via #UltraBoost. This captured the experience, highlights and positive sentiment as the event as it unfolded within a real-time digital story, helping to create a sense of being part of something exclusive and very special.
Press reviews and PR coverage has been extensive, with attendees commenting that the scale and ambition of this event was unrivalled and a true global product launch extravaganza. The StoryStream LiveScreen itself proved to be a dynamic addition to the event environment with the hashtag actively used by both Adidas and press to capture the essence of the product launch.