Sports brand Adidas has launched the ‘adiVERSE Virtual Footwear Wall’, letting in-store shoppers browse and order trainers online.
The installation for retail was created with digital retail agency Start JudgeGill.
Behind the scenes, the system is gender- and age-aware, helping to enhance the shopping experience by presenting relevant products faster.
The wall allows adidas to feature video and brand communications content that highlights special products.
adiVERSE will also help adidas connect into social networks out of store.
Once adidas and Intel have tested and demonstrated the success of the adiVERSE system for footwear, there are plans to expand to apparel and accessories, in stores worldwide.
Dave Judge, Creative Director of Start JudgeGill, commented: “We believe that the future of retailing lies in bringing together the best of digital media, interactivity, and product presentation to offer extraordinary and complimentary retail experiences in store, of which adiVERSE is a perfect example. We truly believe innovations such as this will not only drive sales, but will radically change the face of retailing and the way consumers interact with retail brands and their products.”
Chris Aubrey, VP of Global Retail Marketing Sport Performance, adidas AG, added: “Start JudgeGill’s expertise has been fundamental in the development of this project. From conception to delivery of this technically challenging project they have worked in a harmonious partnership with adidas and Intel, and have consistently delivered the goods. The agency has been outstanding in their commitment to helping us realise and deliver this groundbreaking project that we are presenting today.”
Start JudgeGill has worked closely with Intel on the project, leading the full scale and real time rendering product presentation digital design and development, utilising the latest Intel chips and developing innovative approaches for virtual product interaction.
adiVERSE – which is currently being beta tested – has been unveiled for the first time this week by adidas and Intel at the National Retail Federation Annual Expo 2011 in New York.