SL72 Pixel-Art Game

Objective

Adidas relaunched its iconic SL72 sneaker to reintroduce this heritage silhouette to a new generation. The brand sought to deepen engagement beyond traditional retail channels by creating an immersive interactive experience that bridged digital entertainment with in-store incentives across its omnichannel retail ecosystem.

Solution

Intermarketing Agency developed 'SL 72 Run LDN,' a custom pixel-art arcade game where players race through illustrated London streets in virtual SL72 sneakers. The arcade cabinets were deployed in Adidas flagship stores (notably Oxford Street, London) as a retail activation for the SS24 and FW24 seasons, allowing customers to play and unlock physical in-store prizes. This digital-to-retail bridge formed part of a broader omnichannel campaign.