Since its groundbreaking debut in 2015, the UltraBoost franchise had experienced a decline in market share and consumer interest—largely due to a perceived lack of innovation. Our task was to relaunch the reimagined UltraBoost 5 with a global retail toolkit that would reposition it as the pinnacle of performance running, with a sharp focus on its standout benefit: Energy Return.

To reignite the passion of runners worldwide, we channelled the innovation and energy of the new UltraBoost 5 into a high-impact, immersive campaign world that celebrated the shoe’s lightness, innovation, and performance. Anchored in the message ‘Ultra Energy, UltraBoost’, our creative approach spanned dynamic flagship installations, window displays, and digital content—each touchpoint amplifying the product’s performance story. Through a phased rollout that built buzz and sustained momentum, we restored UltraBoost’s reputation as adidas’s ultimate performance running shoe, reigniting excitement and brand loyalty globally.