Adidas Ultra Boost 19 Showcase.
A Melbourne carpark. Four weeks. One of the best brand activations seen.
The Brief
iD Collective came to us with a clear ambition: take the European launch of the Adidas Ultra Boost 19 and bring it to Australia - not as a local echo of what happened overseas, but as something that stood on its own. The venue was ours to find. The world was ours to build.
We sourced a raw carpark space in Melbourne and got to work turning it into a fully realised Adidas environment - custom-built installations, an indoor running track, large-format screens, and a multimedia experience designed to put the shoe at the centre of everything.
The Build
With four weeks from brief to doors open, the team designed and fabricated everything from scratch. Custom tech pods housed screens, storyboards, and campaign imagery. A 130-metre indoor running track ran through the heart of the space. Deconstructed Adidas shoes became lit mood boards. Sports lockers were modified to illuminate with LED light the moment they were opened - small details that made the space feel considered at every turn.
A 12-metre screen anchored the room, running 4K content produced in-house with no loss in quality. Across the tech pods, custom-edited content looped in vertical and horizontal formats - built specifically for the screens they'd live on.
The backdrop was designed with one thing in mind: giving celebrities and influencers exactly what they needed to capture the shoe launch at its best.
Power, Logistics, and a Tight Ceiling
The space came with its own constraints - height restrictions and full responsibility for power management across the entire installation. Neither slowed the build down. Both were factored in from day one and resolved before they became anyone else's problem.
The Result
iD Collective called it one of the best brand activations they'd done in years. The space delivered on the brief, the shoe had the launch it deserved, and the content that came out of the night reached well beyond the room.
One of the best brand activations iD Collective have done in years.iD Collective Event Manager
The team behind it.
- Event Manager
- ID Collective
- Stylist
- Pro Light & Sound
- Audiovisual
- Pro Light & Sound