To launch their newest training shoe, adidas partnered with Dick’s Sporting Goods to give a boost to specially chosen “alphas” – athletes, celebrities, ambassadors, and influencers – with a complete toolkit designed to fuel their best performance, and inspire them to spread the message.
adidas had an ingenious idea – a presentation box that mirrored the unique profile of the AlphaBoost shoe – far from a simple, standard right-angle form factor. For Premier, that meant engineering a telescoping box with a rail all the way around, and creating graphics to depict the textures of the various shoe upper and sole materials for the outside of the box.
We found suppliers for products to help hard-core athletes train in any weather: hydration tablets, sunscreen, training band, and a carrying case. And we branded all these elements of the kit with the adidas and AlphaBoost logos.
We also produced two three-screen lenticular cards showing athletes in action, wearing their AlphaBoosts, of course – one for men, featuring football star James Conner, and one for women, featuring soccer star Becky Sauerbrunn. The card invites recipients of the kit to post photos and videos of themselves training, with the headline: “You’ve been chosen as the Alpha.”
We thank adidas for the partnership and for always challenging us, as they do their athletes, to be at the top of our game.
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