Theatre of speed for the Women’s World Cup
In the lead-up to the Women’s World Cup, adidas transformed their London Flagship into a launch arena for X Crazyfast. Built around the idea of “unexpected speed”, the space needed to feel like football at full tempo: loud, reactive, always in motion.
Working alongside longtime partners Checkland Kindleysides, we helped turn the concept into something you could feel in your chest. We created a suite of textural motion graphics that wrapped the store in campaign energy, built a custom light installation that responded to the flow of people through the space, and designed and installed an esports zone that pushed the launch into mixed-reality competition. The result was a retail takeover with an adrenaline-filled atmosphere, part product launch, part theatre of sport.
Speed, Made Physical
We developed a set of bespoke, textural animations that carried the campaign language across the flagship environment. These weren’t just “screen content”. They were designed to behave like a living layer over the architecture, adding rhythm, pace, and pressure from every angle.
Reactive light installation
To keep the space feeling alive, we built a custom lighting feature that responded to movement in the environment. As footfall built, the installation shifted with it, turning the crowd itself into part of the experience and keeping energy levels high throughout the day.
A Theatre of Acceleration
At the centre of the activation was a dedicated esports zone, built for fast play, quick turnarounds, and real spectator energy. The experience blended physical and digital layers into a gamified competition, with X Crazyfast as the ultimate prize. It gave the launch a clear challenge mechanic, a reason to stick around, and a way for visitors to win the product through performance rather than just seeing it on display.
