Taking the Predator launch from product drop to playable experience.

Services

Retail Strategy

Store Design

Experiential Activation

To launch the latest Predator boot, adidas created a bold, high-energy campaign defined by its glowing red aesthetic. IMA brought the concept to life through a fully immersive in-store experience where customers could see, try, and play with the product in a purpose-built ‘Goalzone’ designed to put Predator to the test.

The activation combined digital gameplay, interactive leaderboards, and live events featuring cultural influencers and international football stars. The result was a space that blended sport and culture, transforming a retail environment into a live arena of competition and creativity, giving fans a true taste of the Predator spirit.

The activation encouraged self-expression, with try-on moments and content creation opportunities throughout the weekend. Guests felt welcomed and inspired, with many expressing appreciation for being part of such a standout brand experience.

We brought the same energy to London, transforming the Oxford Street flagship by dedicating the full entrance to SL72. A live DJ set the tone for the space, surrounded by curated displays and vitrines celebrating the trainer’s legacy. Colourful foliage installations elevated the environment, creating a vibrant and immersive retail experience.

To extend engagement beyond the physical space, we launched a bespoke SL72 Track & Field game — a nostalgic, AI-generated pixel art experience set on the streets of London. Players raced through the city in SL72s, unlocking in-store prizes and deepening their connection to the campaign.