Launching a new football boot to Europe's most important retailers is a high-stakes moment. For adidas Football, cip marketing created Dark Light Rises - an immersive audio-visual sell-in experience in Nuremberg that transported key European retailers into a world of darkness and light, special effects and unexpected motion, built entirely around the new Predator.

The Challenge

Turn a commercial sell-in event into an unforgettable brand experience. adidas Football needed key European retailers to not just see the new Predator and the season's product range - they needed to feel it. The experience had to match the drama and power of the product, creating emotional impact that would translate directly into commercial commitment.

Our Approach

• Full concept development and creative direction for the Dark Light Rises experience
• Immersive set design built around the contrast of darkness and light as the central visual motif
• Special effects, unexpected motions and audio-visual storytelling creating maximum impact
• Product reveal of the Predator as the dramatic centrepiece of the experience
• End-to-end event production and retail activation for Europe's key football retailers

The Results

• A sell-in experience that made the Predator launch genuinely unforgettable for European retailers
• Strong commercial impact through emotional brand immersion at the sell-in moment
• Positioned as a benchmark for how adidas Football brings product launches to retail
• End-to-end excellence from concept to on-site execution in Nuremberg