KITH × adidas × EA Sports

An interactive retail environment where gaming, sport, and street culture converged

Kith · Adidas · EA Sports
New York City & Los Angeles · 2018

MODA Role

Creative Direction · Experiential Design · Interactive Retail
(Developed within a producer-led collaboration)

Context

The activation marked the launch of a new KITH × adidas product line while simultaneously celebrating the opening of KITH’s flagship store in New York and a pop-up at Fred Segal in Los Angeles.

The challenge was threefold:

• Introduce a new product line

• Visibly express the partnership between KITH and adidas

• Create an experience compelling enough to draw sustained engagement across two major markets

Rather than treating the pop-up as a static retail moment, the project was conceived as a live, competitive, and participatory environment.

The Big Idea

Create an immersive adidas-branded gaming arena inside the retail space—bringing KITH consumers and soccer fans together through both physical and digital play.

The experience collapsed boundaries between:

• New York and Los Angeles

• In-store and online audiences

• Gaming culture and streetwear retail

Competition became the connective tissue.

Scope & Contribution

MODA led the creative direction and experiential concept for the activation, partnering with Mirror, who produced the project.

MODA’s work included:

• Conceiving the interactive retail and gaming concept

• Designing custom networked gaming stations integrated with product displays

• Creating a spatial framework that supported play, spectating, and retail flow

• Developing a real-time competitive format (NY vs. LA)

• Collaborating with EA Sports to create a custom experience for FIFA 18

• Designing a spectator experience both in-store and via Twitch

• Encouraging social amplification through a branded hashtag

The environment was designed to function as retail, arena, and broadcast set simultaneously.

Design + Technology

Gaming stations were fully networked across cities, allowing players in New York to compete live against players in Los Angeles—and vice versa.

By embedding gameplay directly into the retail environment, the activation transformed shopping into participation. Product, competition, and content existed in the same spatial system rather than as parallel experiences.

Outcome

• Two-week, multi-market activation

• Continuous lines of attendees waiting to play

• Strong in-store and live-streamed spectator engagement

• KITH exceeded sales goals for the launch period

By merging competitive gaming with retail and culture, the activation demonstrated how experiential design can turn product launches into shared, participatory events.

Attribution

This project was produced by Mirror. MODA led creative direction and experiential design within that collaboration.