adidas Force of Black

To celebrate the launch of the Rugby World Cup, adidas secured two highly covetable windows at Harrods, as well as a premium position on the House of adidas floor, within the store.

The brief was to create a stand-out window display, situated across two Harrods windows. The windows needed to add theatre, encouraging customers to stop and take-in the campaign, and both the windows and the launch zone needed to be connected in some way so that it was obvious to customers that they were part of the same campaign.

The concept focused on the ‘Force’ of the All Blacks. Playing on this, each window had a different focus; the first contained product-led content, the shirt heroed in the centre. The second window highlighted the strength and power of the All Blacks team. To convey this, we decided a digital execution was best, enabling movement and fluidity in the windows and capturing the attention of the public.


We led the campaign right from initial concept development, through to overall design, layout and execution of each window and the in-store launch zone.

The windows were a huge success, having the desired effect and drawing the attention of passing footfall.

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