adidas Sportswear

Tokyo Digital collaborated on the digital design and development for the pre-launch of adidas Sportswear, targeting internal stakeholders and media partners. The campaign focused on Generation Z and reflected three brand pillars: “Take it easy and relaxed”, “Get it done”, and “Stay curious and escape”. Adidas views sport as central to everyday life, culture, and well-being. Headquartered in Germany, it is Europe’s top sportswear manufacturer and second globally after Nike.

Amplify tasked the team with creating immersive digital experiences that bridge the digital and physical worlds—something Gen Z expects. The challenge was to present the new Sportswear line without access to the physical products, while ensuring the experience felt fresh, engaging, and shareable.

We began by building a digital catwalk using 3D assets, giving users an exclusive look at the collection in lifelike, lifestyle-based settings. The virtual wardrobe allowed for exploratory interaction, helping users understand the range before its physical release. We also developed a dedicated digital platform to host the reveal and tell the story behind the new category. High-definition media captured the attention of viewers, while AWS MediaConvert powered large-scale VOD distribution across devices and networks. The result was a seamless and reliable multiscreen experience tailored for global access.