PGA Merchandise Show
A new riff on the sports locker room
Using the Unexpected to Get adidas in Gear
The adidas Golf PGA Merchandise Show experience activates the adidas Golf “Geared For More” campaign with an exhibit design that puts sponsored pro athletes front and center. Some backspin is added to the traditional locker room layout with an unique entrance design that draws attendees into the exhibit space. Attendees have the option of two athlete-centric entrance tunnels: Sergio Garcia or Dustin Johnson. Each corridor sports new campaign video, large imagery and sound bites from two of the world’s best golfers.
The locker room space gives visitors the opportunity to see new adidas apparel and footwear collections, speak with staff members and try on new products. An “outdoor” space gives attendees a chance to experience a professional tournament 18th hole through virtual reality; a key driver that encourages attendees to try-on a pair of Boost golf shoes. A smart lighting design places proper focus on products and attendee experiences throughout the exhibit.
The adiPure space, an invite-only experience that houses a new line of products, is shrouded in mystery. Peeks of the new line are seen through adiPure logos knocked-out of the frosted glass of the booth exterior. The adiPure space is ultra-modern, clean and sophisticated—a luxurious look and feel for the new high-end adidas product line.
The adidas Golf PGA Merchandise Show experience gives attendees multiple ways to experience full lines of Men’s and Women’s apparel collections, golf accessories, Boost golf shoes, and the new adiPure products.
- 8,800 sq. ft.; 40,000 attendees
- Activate “Geared For More” campaign and pro athlete affiliations
- Tunnel entrance to the locker room and outdoor experience create intrigue
- Creative adiPure space via frosted glass gives invite-only guests a peek at the new golf line
- Virtual reality experience recreates the 18th hole at a golf tournament
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