MAY THE GAMES BEGIN: ADIDAS OLYMPIA WEAR
BACKGROUND
The 2021 Olympics – THE sports event of the year – that brought together the world’s top athletes in Tokyo. However, many sports fans couldn’t be on site this year , due to the pandemic. Therefore, we wanted to make the press event for the official release of the adidas Olympic Wear interactive – and share it as a digital experience with fans worldwide.
IMPLEMENTATION
With the help of Augmented Reality, we were able to bring the Olympic spirit directly to Germany over a distance of 9,000 kilometers from Tokyo.
For the press event in Berlin, three unique AR effects were created along a 5km trail – In the effects the participants could unveil the brand-new Olympia collection piece by piece. In the first effect – our AR Game, you could compete with the German track and field athlete Gina Lückenkemper. In the second effect, we transformed the East Side Gallery into a digital quiz portal and a digital showcase to Tokyo, presenting the Olympia Wear. For the third effect – the brilliant finale, we digitalized Laura Ludwig and Niklas Kaul into true-to-life AR models using the latest 3D scanning technology. Together they unveil the new Presentation Wear. The impressions from Berlin were captured in an impressive after-movie and shared the same evening at a press event in Düsseldorf.
Finally, to ignite the Olympic fire throughout the community, the AR effects were posted on the Adidas Instagram account – opening the gates to the 2021 Olympics for fans worldwide.