While some companies look to remove the hassles of buying, Adidas has turned that idea on its head. At its New York City pop-up created with Finish Line, the company had visitors go through a series of live challenges before they could try on the 19, a 3D-knitted shoe with Adidas’ Boost technology. And that was just to test the shoes. A former gallery space was transformed into a battleground, where the sneaker and the wearer could be tested to the extreme. A maze full of dead ends required spatial thinking. A sea of yellow balls required balancing across a narrow beam. A giant seesaw tested the flexibility of the sole.
It’s a far cry from Lacoste, which recently allowed customers to shop while watching tennis. Whenever Lacoste brand ambassador Novak Djokovic was playing in the 2019 French Open, viewers could see an “on-air shoppable moment” from the Lacoste X Novak Djokovic Collection. NBC Universal — which launched Shoppable TV just a few weeks before the French Open — displayed a QR code whenever Djokovic was playing. The code took viewers straight to the Lacoste website to complete the transaction. No word on how well the Lacoste collection sold, but when NBCUniversal tested its Shoppable TV during a segment on its “Today” show, 50,000 people visited the site mentioned, with sales running into six figures.