Adidas Tubular Lab
A product launch translated into a distinctive spatial campaign.
- Location
- Shanghai, China
- Programme
- Virtual brand environment & campaign
- NBAX role
- Spatial concept, visualisation & animation
- Status
- Completed
For Adidas’s Tubular sneaker launch, NBAX collaborated with Amber Communications on a virtual environment at the centre of the campaign. The brief required an architectural interpretation of the product that could be developed into campaign imagery and animation within an accelerated timeframe.
Build the campaign from the product
The sneaker’s sole and mesh informed the spatial structure, surfaces and fabric details. An infinite-tunnel concept carried the tubular idea through the environment. NBAX developed the spatial concept, visualisations and animation as connected assets, giving the agency a consistent architectural world for the launch.
Creative clarity under time pressure
The collaboration demonstrates NBAX’s ability to work with an agency and an international brand, translate a product identity into space and deliver coordinated visual material to a campaign schedule. For clients with a launch deadline, a strong shared concept helps keep creative decisions aligned as production moves forward.