A complete interactive gaming activation was designed, built, and installed for the Adidas ZX trainer range launch at Foot Locker's Dubai Mall store, combining two custom branded arcade cabinets, a purpose-built game title, and an online platform into a single competitive experience anchored by real-world rewards. Break the high score and earn a 1,500 AED Foot Locker voucher. Every 100,000 points scored earns 1% off Adidas via Footlocker.com, up to 15%. From cabinet fabrication and game development through to reward system integration and full in-store installation, the entire activation was delivered end-to-end, turning a trainer launch into a competitive gaming event that gave Gen Z consumers a reason to compete, return, and buy.
Adidas wanted to create excitement around the launch of its ZX trainer range at Foot Locker Dubai Mall and connect with a Gen Z audience in a more engaging way. Instead of traditional retail marketing, the goal was to attract shoppers into the Adidas section with an experience that was fun, interactive, and memorable.
To achieve this, we created a custom gaming activation featuring two branded arcade cabinets, an online version of the game, a live leaderboard, and a reward system linked to Foot Locker vouchers. The experience encouraged competition, increased engagement with the ZX collection, and connected both in-store and online audiences through a single campaign.
"Gen Z doesn't respond to advertising they respond to challenge. Build a game they want to beat, put a real prize behind the high score, and suddenly they're not just aware of the shoe — they're competing for it."
Adidas Brand Activation Team
The Mission ZX activation successfully engaged a Gen Z audience by combining gaming, competition, and rewards into a memorable brand experience. Players returned to improve their scores, competed on the leaderboard, and shared the game with friends, helping the campaign reach audiences beyond Foot Locker Dubai Mall.
By placing the ZX trainer at the centre of the experience, Adidas increased product awareness and engagement in a natural way. The project demonstrated how custom game development, arcade installations, online platforms, and reward systems can work together to drive footfall, increase dwell time, and encourage purchases.
We design and build immersive experiences that engage, excite and transform audience interaction combining art, engineering, and next-gen technology to bring brands and spaces to life.
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