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Virtual Reality Sell-in-Experience:LIGANOVA opens the virtual space for adidas

To keep its key buyers on top of this year’s FIFA World Cup even in times of pandemic, adidas has commissioned its retail experience agency liganova with the creation of a virtual sales experience. LIGANOVA secured the contract after a pitch.

Stuttgart, April 5, 2022. In times of pandemic-related travel restrictions, how do you ensure that 150 dealers and around 1,500 buyers worldwide receive information about the most important products of the coming year? The answer: With a central and virtual sell-in event – interactive and digital – that is designed to increase shoppers’ awareness and willingness to buy adidas products related to the World Cup and make them as familiar as possible with all the products. LIGANOVA’s experts for retail experiences are responsible for the conception, creation, content creation, technical elaboration, programming, design, and project management of the virtual event as well as the logistics of the technical hardware. The Stuttgart-based agency has been supporting adidas since 2005 and was able to secure the contract in a pitch against two competitors in the spring.

The LIGANOVA team divided the virtual event into two parts in order to stage products and information as impressively as possible: In part one, holograms of adidas CEOs Roland Auschel and Brian Grevy Part welcome international buyers and share insights on the strategic direction of the brand and the 2022 FIFA World Cup in Qatar. After a brand movie, the VR experience unveils various products, including the official World Cup ball as well as various shoes, jerseys and other worldwide World Cup products that the sporting goods manufacturer is offering. In the second part, adidas presents details about the respective items, the designs, materials and special features. The VR experience makes it possible to view each product again in detail. The VR experience was created in collaboration with Berlin-based immersive experience specialists Artificial Rome and Waltz Binaire.

Mathias Ullrich, Managing Director Experience Solutions at LIGANOVA: “Exploring boundaries for commerce and conquering new spaces between physical and digital opportunities is our self-imposed goal. Of course, we are particularly pleased that we were able to win over adidas with our expertise in this area.”

Stefan Hilzinger, Senior Event Manager adidas: “LIGANOVA perfectly executed our desire to deliver an immersive product experience to our key buyers around the world. We’re thrilled with how well they’re managing to virtually and digitally showcase our most important products for the coming year.”

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