Adidas & Gucci Collide For A Series Of Global Brand Activations

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How can an iconic luxury brand use an immersive brand experience to engage with the next generation? 

Enter 2022’s hottest brand collaboration, Adidas x Gucci.

When Gucci launched the brand partnership with Adidas as part of its Exquisite show in Milan it caused quite a stir. 

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Global Pop-Up Brand Experiences

Following the runway launch, Adidas x Gucci opened month-long brand activations in major cities like LA, Shanghai, Sydney, and London, starting June 7th, 2022. The brand activations provided a vibrant brand experience, mirroring the collection’s kaleidoscopic aesthetics.

The runway launch led to month-long pop-ups opening in LA, Shanghai, Sydney, and London beginning on June 7, 2022.

The stores offered a captivating brand experience with the look playing on the kaleidoscopic aesthetics of the runway collection.

Many of the features are fully branded in a retro-inspired print inspired by the Adidas x Gucci collection, which amalgamates the logos of the fashion House and the storied sportswear brand, synergising to maximise the impact of the brand partnership. 

Immersive Retail Design

Semi Permanent transformed a glass cube into a nostalgic sports club in Sydney using the Gucci x Adidas 'Palm Print. This design choice heightened the visual impact and made the space highly Instagrammable, engaging customers inside and from the precinct.

Semi Permanent, responsible for transforming the Sydney space noted:

“To evoke the nostalgia of a retro sports club, we rendered a glass cube in the Gucci x Adidas ‘Palm Print’, covering its translucent walls and floor in the purple, gold and aqua motif to create a dizzying and highly-Instagrammable experience from both the inside and for passers-by in the surrounding precinct.”

Image by Semi Permanent

A Blend of Fashion and Sportswear

Creative Director Alessandro Michele’s inimitable style was showcased in the store, along with the sports brand’s design codes, with a dressing-up box of retro sportswear, traditional tailoring, Gazelle trainers, and Gucci horse bits.

Impact of Brand Collaborations

This series of pop-ups illustrates the lasting impact that immersive brand experiences and strategic collaborations can have, driving brand awareness and reaching new audiences.

Key Takeaways

• Brand Partnerships: Collaborations like Adidas x Gucci amplify brand impact and extend reach.

• Visual Engagement: Eye-catching designs and themed environments maximise brand awareness.

• New Audiences: Such collaborations help brands tap into new demographic segments.

All images are by Gucci, unless otherwise stated.