Reinventing the Sneaker Experience at Citadium

Adidas and Citadium entrusted MUTT with a mission as demanding as it is ambitious: to transform the Adidas sneaker corner into a vibrant, immersive space capable of taking visitors on an epic journey through each of the brand’s drops. With a tight schedule, the scenography is refreshed every two weeks, like a gripping series you don’t want to miss a single episode of. It’s a challenge that skillfully blends creativity and operational efficiency—kind of like moonwalking while juggling deadlines.

Balancing Creativity and Efficiency

For Adidas’ marketing team, the challenges were numerous: How could they maintain a consistent brand experience while adapting to a constant stream of new products? How could they create striking visual content for non-standard screen formats, while also tailoring it for effective digital campaigns on Instagram and TikTok? These were the kinds of questions that would make any project manager break out in a cold sweat.

With a schedule dictated by Adidas’ frequent releases and an ever-evolving scenography, every step had to be meticulously planned to avoid delays while ensuring the quality and relevance of the content.

Combining Speed and Relevance

To address these challenges, MUTT implemented a tailor-made methodology. Photo shoots were organized in carefully selected Parisian locations, capturing the urban energy that defines Adidas’ DNA. These locations, chosen for both their aesthetic appeal and their proximity to one another, minimized logistical constraints and helped meet tight deadlines—because no one wants to spend their day stuck in Parisian traffic.

The artistic direction was designed to adapt to the corner’s specific scenography: three screens of different sizes required a unique narrative vision and tailored visuals. Every image, video, and animation was crafted with a dual purpose in mind: to enhance the in-store experience while extending its impact on social media.

Dynamic Content to Elevate the Experience

The Adidas corner, once dressed with the product visuals, was no longer just a display space—it became an immersive experience. The screens, powered by dynamic content, captured visitors’ attention and immersed them in the Adidas universe. Imagine walking through a movie where every step reveals a new scene.

This vibrant scenography enhanced the appeal of the products in-store while serving as a springboard for digital content. Designed from the start for platforms like Instagram and TikTok, the content extended the experience beyond the walls of Citadium. Each drop became a story, told both in-store and online, creating strong engagement with the audience.

A Well-Executed Operation and a Few Lessons

This project proved that it’s possible to balance tight deadlines with high creative demands. MUTT not only delivered content on time but also turned each activation into a standout event at Citadium. It was a bit like turning lead into gold—just with less alchemy and more PowerPoint.

The success of this collaboration relied on a subtle alchemy between strategy and execution. Designing every piece of content for omnichannel distribution minimized downstream adjustments, optimizing delivery timelines and ensuring consistent quality.

Ready to Transform Your Activations? Let’s Talk!

This project is a clear example: With a well-thought-out editorial approach, it’s possible to turn complexities into opportunities. If you, too, are juggling tight deadlines and high expectations, we’re here to support you. Think of us as your favorite superheroes—just with fewer tights and more strategy meetings.

Let’s imagine your next visual experiences together. Because the world needs more beauty, creativity, and—let’s be honest—great pairs of sneakers.