Idea: Essential Mix

adidas partnered with Latitude for the fall launch of EQT, designing retail environments and facilitating event activations across North America.

adidas asked us to design retail spaces and create event activations for the fall launch of EQT.


This was our third time telling the EQT story in 2017. As a P1 campaign we drove traction by maintaining hype, driving product sell through, and building brand affinity.


Knowing our retailers’ target consumers allowed us to create design differentiation and activation strategy across 2,500 stores.

As a Priority 1 campaign we drove traction by maintaining hype, driving product sell through, and building brand affinity. ”

- David Waters, Latitude


The adidas EQT line brings integrity and substance to fashion by stripping away unnecessary elements and going back to the basics.

EQT FW17 pays tribute to the city of Detroit and the creatives who live there. We designed several installations at the new co-curated, adidas-exclusive boutique—adidas x Concepts.

We created a shop within a shop where two street style influencers taught workshops and live streamed content.

The bigger the launch, the bigger the stage. In this case—Times Square.

A custom edit of campaign video at a scale that’s larger-than-life draw pedestrians into Foot Locker Times Square.

Continuing the story of essentialism, rather than hide construction techniques, we were able to celebrate them.

Everything that is essential. Nothing that is not.

Visitors entered the Foot Locker Times Square location to find an interactive music table. Here, they created their own tracks from scratch, embodying the EQT philosophy: everything that is essential, nothing that is not.

500 people attended the BAIT launch event. Over 1,000 had to be turned away.

From start to finish, attendees went out of their way to share our designed moments. No need to push a hashtag.


Latitude took over BAIT’s Los Angeles boutique, creating installations celebrating the EQT franchise from 1990s to today.


An animated light tunnel gave visitors the opportunity to share their style and what was essential to them. This resulted in thousands of social impressions.

Content Design

Social Media

Experience Design

Interactive Engagement
Visual Merchandising
Toolkit Creation


Site Surveying

Let’s Design Tomorrow

Krista Carroll

+1 646 943 4446

Jeremy Carroll

+1 646 243 4911

Glenn Deering

+1 763 807 0624

David Denham

+1 612 723 8042

Shannon Stauff

+1 651 955 7588

Jason Strong

+1 612 867 9461