• adidas Futurecraft 4D : Oxford Street Flagship Store
  • adidas Futurecraft 4D : Oxford Street Flagship Store
  • adidas Futurecraft 4D : Oxford Street Flagship Store
  • adidas Futurecraft 4D : Oxford Street Flagship Store
  • adidas Futurecraft 4D : Oxford Street Flagship Store
  • adidas Futurecraft 4D : Oxford Street Flagship Store

adidas Futurecraft 4D : Oxford Street Flagship Store

Role: Creative Director
Agency: The Marketing Store

For the first-ever launch of adidas’ innovative Futurecraft 4D silhouette, held at their opening of the new flagship store on Oxford Street, London, we set out to tell the story of Futurecraft 4D—adidas’ cutting-edge leap into performance footwear. This launch provided consumers with an interactive experience to learn about the technology behind the Futurecraft 4D’s design, blending digital innovation and physical craftsmanship.

The Technology Behind Futurecraft 4D
Created in collaboration with California-based firm Carbon, adidas Futurecraft 4D was a groundbreaking development in footwear. Employing a process known as Digital Light Synthesis, the technology harnesses light and oxygen to create performance-focused midsoles. Here’s how it works:

  • Digital Light Synthesis: Light is projected through an oxygen-permeable window into a reservoir of UV-curable resin, forming precise layers that result in a highly customised, performance-oriented midsole.
  • Material Innovation: This process allows adidas to craft midsoles with varying densities and structures, optimizing support, flexibility, and energy return in ways that traditional materials and methods cannot achieve.

The Brief: “Explode the Possible”

Our brief was clear: tell the Futurecraft story by showcasing the design, innovation, and limitless potential of adidas’ 4D technology. We approached this by creating a dynamic, immersive in-store experience that brought adidas’ Futurecraft vision to life.


The Experience

  • Interactive Displays: Consumers engaged with installations explaining each stage of the 4D process, from the digital light projection to the final product. Interactive displays allowed visitors to explore how Digital Light Synthesis works, illustrating how light and oxygen were utilised to craft a midsole specifically tailored for performance.
  • Educational Content: Large digital screens provided visual breakdowns of the Futurecraft 4D process, including video content and animations that delved into the material science behind adidas’ revolutionary approach to footwear.
  • Innovative Design Showcases: In-store installations showcased the Futurecraft 4D in exploded views, revealing the unique structural design of the shoe’s midsole and allowing consumers to see the technology up close.

The event successfully introduced the Futurecraft 4D as adidas’ next step in the evolution of athletic footwear, positioning adidas as a leader in the future of performance innovation. This activation not only educated consumers on advanced footwear technology but also aligned with adidas' mission to "explode the possible" and redefine what’s achievable in sports and fashion.

Created in partnership with California-based firm Carbon, 4D has been described by adidas as the first performance footwear made with light and oxygen by way of Digital Light Synthesis. It works by projecting light through an oxygen-permeable window into a reservoir of UV-curable resin The brief: To tell the Future Craft story and showcase the design and innovation of the product. 


“Explode the possible.”