INCA collaborated with adidas to create an immersive global product launch for the Z.N.E. Pulse athletics range in London’s P3.

Over 250 global media and influencers witnessed 31 world-class athletes including; Tori Bowie, Gabriel Jesus, Stuart Broad and Anthony Watson unveiling the product.

The brief was to design an experience that would represent how an athlete’s heart beat reacts before they perform.

INCA built a Locker Room filled with players kits and inspirational mantras, a purpose built immersive tunnel re-created the pre-game moments of anticipation, a roaring crowd, a racing heart beat and stadium lights.

Alongside an epic stage show hosted by Ali Love, there was street styling by studio Street Etiquette, a pop-up barbershop and an adidas Creative Lab where designers from the brand talked guests through the collection.

All guests’ heartbeats were recorded via heart-monitoring wristbands,capturing ‘the pulse of London’ that was turned into a limited edition t-shirt.

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