adidas Running

Bringing Compelling In-The-Moment Running Experiences to Stores to Boost Product Discovery


The Background

Running apparel accounts for 90% of floor space in adidas Performance stores, but lagged significantly compared to footwear. The adidas Running team wanted to drive these customers from the footwear wall to explore performance apparel. We had 10 weeks to concept, prototype, and launch several digital retail activations for adidas Running, culminating in the launch of Pureboost Go.

Adidas Running 001
Adidas Running 2 001


Augmented Reality Experience

We wanted to short-circuit the product discovery journey, simulating a real run and stimulating the imagination. By putting customers in a mid-run mindset, we helped them visualize how the apparel would perform for them, personally. Customers could use a tablet or mobile website to interact with a life-sized virtual runner and then place them into different activities and environments, which helped demonstrate how the apparel performed.

We designed and fabricated custom displays to activate the campaign at the entrance of adidas’ NYC flagship, and considered the full user experience, from hardware to software to content.

For efficiency, we used a common code-base across the in-store native tablet app and mobile website, and to create realistic 3D assets, we started with motion capture of a runner and scanned the model and her apparel using photogrammetry.

Adidas Running 3 001


The Solution

See Your Run Differently

We started with motion capture of a runner, scanning both the model and her apparel using photogrammetry to create realistic 3D assets. The AR app enables shoppers to change the weather conditions to see how the apparel performs in different scenarios.

Explore Anywhere

For efficiency, we used a common code-base across both the mobile website and the in-store native tablet app. The mobile experience follows a more linear narrative for a guided experience outside the store.

Hacking The Shopper Journey

The full user experience was considered holistically from content to software to hardware. We built interactive displays using off-the-shelf components, serving insightful and inspiring brand and product information when shoppers browse apparel.

Distributed Campaign Content

Contextual content is served at key points along the shopper journey, threading the campaign throughout the store.

Establishing a New Comms Channel

The end result of this pilot program was to establish a new comms channel of in-store video served alongside merchandise, infusing the store with dynamic campaign imagery beyond the store windows.

Adidas Running 4 001

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.


Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

Read More
  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving e-Commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

CASE CARD Blowout Top Image Size Image of 7680 432

Speed To Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping A Platform Into A Beacon For New Priorities And Ways Of Work

Pfizer World

<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working

Read More
Galleri| Introducing A Revolutionary Medical Feat To The Market



Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test

Read More

Evolving the Financial Services Model

We’re transforming an antiquated industry through cutting-edge design and driving the future of finance forward.

Award WebbyW3 0031Ad Age 0023


  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work


Says a Lot —


News — 

PRNewswire | Code and Theory Network Agency Kettle Promotes Lauren Kushner to CEO

News — 

PRNewswire | Stagwell's Code and Theory Network Expands Its Digital Transformation and Engineering Globally with Addition of YML

News — 

Ad Age | Top 5 Diversity, Equality, and Inclusion Efforts To Know About Right Now

News — 

PRNewswire | Stagwell (STGW) Digital-First Creative Agency Code and Theory Launches Industry's First Holistic Inclusive Design and Marketing Strategy Discipline

News — 

Ad Age | Marketing In The Metaverse —What Science Fiction Can Teach Brands About Web3

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

Muse by Clio | Don't Talk to Me About NFTs and the Metaverse

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here