adidas — F1 Reaction Challenge.
Built end to end — the game, the software, the tech — a start-light challenge putting Adidas product in shoppers' hands.
With the Formula 1 weekend bringing the city to life, Adidas wanted to capture that energy inside Melbourne Central and turn passing shoppers into store visitors. The brief wasn't for a display — it was for an experience worth stopping for.
The Ask
Adidas came to us with a clear goal: drive foot traffic to the store across the biggest sporting weekend of the Melbourne calendar. It needed to tap into the excitement of the F1, invite anyone walking past to have a go, and reward them in a way that pulled them into the Adidas brand — all while standing out in a busy retail centre full of competing distractions.
What We Delivered
We designed and built the entire activation end to end — the physical build, the custom software, and all the technology behind it. The result was an F1-inspired reaction game built around the iconic Grand Prix start lights: the lights sequence down, go out, and players race to react as fast as they can, just like drivers on the grid.
Fast enough, and players won Adidas product on the spot — a genuine reward that gave people a reason to step in, take part, and share the moment. Every part of it, from the hardware to the game logic to the finish, was created in-house by our team and styled to look every bit the polished brand piece Adidas expected.
The Result
A queue-forming, crowd-drawing activation that did exactly what Adidas asked of it — converting Grand Prix buzz into real foot traffic and hands-on brand engagement, with product going home in shoppers' bags. A complete custom build, delivered start to finish by one team.