adidas launched Supernova, an entry-level running shoe targeted at everyday and beginner runners with the goal of addressing pain points experienced by runners – namely, creating a shoe that provides next-level comfort so the wearer can focus on going further.

To introduce Supernova to the market, we leveraged the adidas Runners Singapore community to target existing customers and engage new fans. To help runners find their comfort zone, we rolled out a special adidas Runners activation titled ‘Supercomfort. Supernova’.

The event brought to life the key technical tenets of the shoe, with a Dreamstrike+ A Pose photo wall evoking the signature adidas midsole cushioning, Comfort F&B station with the beloved Milo truck and a Cosy Corner, where guests could recline on mesh seating that mirrored the engineered mesh upper of the shoe. In addition, guests could trial the shoes at an area specially designed with pillars that nod to Supernova’s support pillars.

By bringing to life the technical attributes of Supernova, we created a dynamic space for runners and customers alike to explore and immerse themselves in Supernova comfort and create an accessible, inclusive running experience.