A Tee-rrific Brand Activation for Adidas

The Adidas x JAY3LLE capsule looks to infuse new energy into women’s golf apparel, encouraging women to make a powerful statement as they head to the first tee. It encapsulates bold and bright styles to energise fashion in the sport. To showcase this collection, Adidas were seeking a visually striking display and fashion show that would be featured at the largest golfing event for women, AIG Women’s Open at the infamous St Andrews golf course.

Syn had a clear vision for this project and developed the design concept for this event. We took this vision and ran with it. To give the brand activation the striking impact it deserved it required bold print displays intertwined with multi-layered builds to give dimensions to the showcase. For this project, we brought together:
• Wide format print backdrops,
• 3D multidimensional builds,
• cardboard engineering,
• and floral displays.

From every angle, this brand showcase displayed a different view, offering different layers and structures throughout. It encompassed a stage, hanging wall graphics, mannequin podiums, a backdrop, and a circular feature piece holding an inflatable silver golf ball. You know, the usual. To execute this multifaceted masterpiece, we applied various techniques and materials. For the primary apparel display, we utilised MDF to build out the required structures and then wrapped the shapes in Metamark vinyl. The stage was encased with UTACK Ghost which leaves no adhesive trace when removed, ensuring the stage is not damaged for future use. Each of these was printed on our HP Latex 800W, which allows us to deliver vivid colour displays, perfect for the striking contrast between the pinks and purples against the black and white. As with all of our 3D builds, we employed our CAD engineering skills to prototype the array of structures. For this project, our experts took the room measurements and the client brief to scope out what was possible in this space and how the various structures would be built and interact with one another. The final CAD drawings were then passed onto our machine operators to cut each component using our CNC machines.

Aside from the apparel showcase, we needed to transform the dining space to tie it in with the display room. For this, we chose to incorporate floral displays that would act as centrepieces on the tables. These centrepieces were boxes or rectangular stripes to imitate Adidas’ iconic logo. The displays featured:
• astroturf to mimic a putting green,
• sliver golf balls,
• ferns, thistles, and pink dried flowers,
• neon pink strands that applied the vibrant pink from the collection.

For the feature photo wall, we utilised one of our all-time favourite materials Xanita Board, to provide a solution that could be easily recycled after the event concluded. We deployed our cardboard engineering skills, to develop a picture-perfect backdrop that comprised of raised Adidas logo’s covering the wall using the featured pink to highlight the edges, making the 3D element more prominent. The entire wall was cut using our Zünd cutter, for complete precision on the identical logos.

To make a project like this possible, you need a team of expert collaborators, who can deliver incredible print finishes and build structures with ease. For this brand activation, we utilised the expertise of:
• Nathan Swinson-Bullough, Calum Maltman and David Shackleton –Client Relations & Project Management
• Dulcie Swinson-Bullough – Floral Display Creation
• Isabel Shanahan – Artwork
• Ed Hillam – Technical Support & Lighting
• Sam Pratt, Daniel Ajobona, Nathan Euington and Sam Fielding – Production
From start to finish this project spanned 3 months. And not to be cheesy, but we think it was a hole-in-one! Now time for the nineteenth hole.