Words of Motion

For the new brand appearance of adidas at the 22nd OutDoor in Friedrichshafen Dart created accessible word sculptures. With its visionary concept Dart could assert itself as the preferred partner of adidas against the direct competitors.

The adidas fair appearance presents the adidas outdoor product range “Terrex” on an exhibition area of 294 sqm. Oversized, accessible word sculptures serve as dynamic scenery for the product presentation. At the same time they make the adidas “spirit of outdoor” visible and tangible. The key words of the adidas outdoor world - FUN, FREEDOM, LIGHT, GRIP and INSPIRED – rise like architectonic mantras up to five metres high into the fair hall. Arranged in a row, one behind the other, these tridimensional word sculptures resemble abstract canyons, summits and crevices and remind the visitor of an alpine mountain panorama. It is in this word landscape where the adidas outdoor products are scenographically imbedded: Manikins present the products – they slide, climb, run and cycle through the word sculptures and embody the passion for outdoor sports. Between the word sculptures there are crystalline metal bodies that rise up and present the adidas highlight topics. Details like pitons, ropes and karabiner underline the authentic and lively appearance and complete the product scenery design-wise. Communication-wise the brand architecture is supported by huge colour graphics and adidas core messages with an eye-catching arrangement.