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.

Experiential

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.

Think

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

Design

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.

Make

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

Impact

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.