Women’s Hockey World Cup 2018 In-Store Activation

With the 2018 World Cup Hockey Finals being hosted in London, designing a new team kit for the women’s team was an opportunity we couldn’t resist.

To unveil the newly designed team kit, we worked with England Hockey and adidas to launch it at adidas’ Westfield store in London. We invited the England women’s hockey team to reveal the new team outfit in the store window, with consumers having the opportunity to watch. To continue engaging with fans, we designed two activation zones in-store. The first gave our audience the opportunity to meet Gold Medalists including Giselle Ansley, Alex Danson, and Susannah Townsend, and the second enabled them to practice skills with the players.

As a result, we saw a 38% increase in in-store sales and a 52% increase in traffic onto the adidas Field Hockey Instagram channel, compared to the week previous.