Gamifying the ALTS EGO launch with a collectible POAP hunt across Adidas' New York store.
To launch its ALTS EGO line in New York, Adidas turned its flagship store into a playable space — eight stations, each tied to one of the brand's Alter Egos.
POAP Studio designed the collectible layer: NFC touchpoints at every station that visitors scanned to collect a digital keepsake representing each character.
Adidas wanted the ALTS EGO drop to feel like a story visitors stepped into, not a window display. The activation needed to reward exploration across the entire store and leave each guest with something to keep.
Visitors moved through eight stations, each themed around one ALTS Alter Ego.
At every station they tapped an NFC touchpoint to collect the matching POAP keepsake.
Collecting all eight unlocked a final prize: an NFC-enabled t-shirt that scanned to complete the set.
A POAP collection turned a product launch into a story visitors moved through, with an NFC-enabled keepsake waiting at the end.
473 visitors stepped through the eight ALTS stations, turning a flagship store launch into a story they walked through together.
Every station added a new Alter Ego to the visitor's collection, pulling guests across the entire store instead of past a single window display.
Visitors who completed the full set unlocked an NFC-linked ALTS t-shirt — extending the launch from a New York retail moment into something they could wear home.
Every project starts with a conversation.
Tell us what you're building.