Generating hype for a massive retail launch


adidas was set to launch their new flagship store in the Dubai Mall – a technologically advanced locale where the physical and digital come together to create remarkable retail experiences like the industry has never seen before.

To drive hype and brand love, we worked with partner agencies to implement an integrated marketing campaign that was guaranteed to have people running to the new store.  One that conveyed an important message. That the future of sport is here.

We kicked things off with a dramatic drone show over the Dubai Skyline and released footage of the stunt across adidas’ MENA Facebook, Instagram and Snapchat to build excitement among consumers.

On launch night, we went live with a 4-minute public light and laser show on the world’s tallest building, the Burj Khalifa – featuring Liverpool & Egypt footballer, Mo Salah, as the narrator. The on-screen content visualized the promise of the new store and adidas’ objective to support audiences in the region by focusing on three key pillars: Sustainability, Women and Innovation. The resulting content from the launch was shared across adidas global social channels to an international audience.

That same night, a series of top tier influencers were invited for an exclusive sneak preview of the new store to explore its experiences and amplify hype among their followers.  Engagement with these influencers included fun, buzz worthy moments such as custom designed robot dogs delivering our invitations, and adidas branded swag and snacks created in partnership with local gyms and cafés.

We aimed to make a splash with the public, and they were hyped! The DXB grand opening exceeded expectations, making our integrated PR approach a complete success.

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