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Although violent explosions prevented Adidas from releasing its much anticipated Arizona Iced Tea collaborative shoe on Thursday, the retailer was creating a very different type of purchase: an interactive playground for adults.
There were only a few hours left before the Adidas Boost Experience was open to the public, we stopped to try our luck and take on challenges such as navigating a maze filled with hundreds of bright yellow balls and rolling on a rocking for the first time. in two decades, and jump as high as possible in a vertical jump test.
According to Adidas, every single day Boost Experience is part of a three-part installation "designed to stimulate your brain, your creativity, and your future." It is also undeniably developed to become an Instagram hot spot, teeming with opportunities for bloggers and thirsty iPhone buyers to post photos filled with Adidas logos in their feeds.
Read more: Chaos and violence erupted when hundreds of people came to get 99 cents sneakers from Adidas and Arizona Iced Tea – find out what happened
Just as Macy's had used the ephemeral pop-up concept when launching Story, Adidas now inspires Instagram-friendly experiences, like the Museum of Ice Cream and the Rose Mansion, for sell shoes. For brands like Adidas, the power lies more in the social content resulting from these fleeting events, and less in the actual sales generated by these events.
"The idea is that we can introduce ourselves and offer this experience in a very important market, but also let it live and spread to places like the Midwest and all those who can not get to New York," Wes Petticrew, director of commercial marketing at Adidas, told Business Insider.
Here's what the Adidas Boost experience looks like:
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