Creating a unique brand experience within an existing retail environment can prove challenging. So when adidas wanted to bring the adidas Originals brand to life within Footaction stores, the global retailer partnered with Big Red Rooster to design a lifestyle-inspired shop-in-shop experience that integrated seamlessly into Footaction’s retail footprint.

Before delving into design, our team took some time to get to know “Ike”: a young, hip urban muse who embodied adidas Originals’ target consumer segment. We chose every design element with Ike in mind, paying homage to his interests. The result? A music-infused shop-in-shop that’s less about product and more about lifestyle.

The adidas Originals Collective places strong emphasis on storytelling, helping consumers personify the adidas Originals lifestyle from head to toe. Custom lighting, clean wood elements, industrial metal fixtures, culture-inspired art, fine leather accessories and strategic apparel merchandising bring life to the Collective’s urban-influenced retail design. The Collective also utilizes technology, such as a digital touchscreen look book, to inspire consumers and tell rich merchandising stories.

The first-of-its-kind retail experience debuted at a Houston Footaction location during 2013 NBA All Star Weekend festivities. Since its launch, adidas has extended the adidas Originals Collective experience across multiple Footaction locations.