Mobile Gaming; AR

A gamified location-based activation

To launch Adidas Climacool shoes in China, we joined forces with Tencent to create a mobile game that would capture the essence of Climacool's innovative ventilation technology. The game challenged players to "capture the breeze," embodying the rush of wind that Climacool shoes provide.

The stakes were high: top players could win adiClub coupons and exclusive prizes, like a pair of limited-edition David Beckham Climacools. Powered by Tencent's API, the game encouraged users to play near Adidas stores to double their scores, seamlessly tying in the digital and physical worlds and driving both engagement and foot traffic.

As Creative Director, my role was to ensure this activation was as exciting and innovative as the product itself, and it paid off. The game became Adidas’ best-performing coupon-redemption activation in China, blending the rush of gaming with the thrill of a limited-edition product drop, all while putting Climacool’s promise of ventilation at the heart of the experience.