In 2007 adidas came to us with a new shoe in the Stan Smith line known as “ice”. The shoe had a translucent gel at the base and came in a wealth of “funtastic” colors.
Bauer Graphics constructed a campaign from initial illustrative comp designs all the way through the development of large 3D ice sculptures for retail window displays. The video below was shown to other divisions within adidas as a capabilities presentation for what we could provide.
The “Stan Smith Ice” campaign was constructed in 369 Finish Line locations and worked to increase the number of units being sold. Shortly after the launch of the product we received this message from adidas:
“The biggest point to note is that the average sell through has been considerably higher, @ 3.8%, than in non-wall doors @ 2% . And beyond that, the (10) wall doors blanketed with ICE product is even higher, averaging at 6.7% but with a couple specific doors in the double digits. In those same (10) doors the total originals footwear selling (so not just ICE) the average sell through is 4.7%.”
Not only did our designs and installations for this campaign impact the sales of the Ice shoe but it also accredited with increasing the sales of other adidas footwear in those Finish Line locations.
