THE SOLUTION
THE PILOT
The pilot ran in Nuremberg, a relatively small city in Germany with a population of 510,000 people, for six weeks. This test provided the agency with some valuable feedback and adidas’s NEO shop had a lot of attention.
Martin Mohr on the pilot: “The consumer would never think that it is a pilot, they think that this is the real thing. We had to make it completely solid, and make an e-commerce integration so that you could actually buy. Some people did actually buy via the system. It was a fully functioning prototype.”