Adidas Originals Flagship is a retail research and strategy project delivered by NBBO in partnership with IMA Global and adidas Originals Flagships. It explores the role of how retail flagship stores support the incubation phase of key product campaigns.

Through in-store research with customers and retail teams, journey evaluation and touchpoint analysis, NBBO assessed the impact of a recent brand and VM reset and identified opportunities that strengthen how product stories were experienced across flagship stores. The resulting insights informed strategic recommendations for shopfront windows, visual merchandising and staff engagement creating a more cohesive approach to campaign incubation.

The project established a clearer strategic framework for future flagship activations, enabling adidas Originals to deliver more impactful product launches and culturally relevant retail experiences aligned with the broader Originals brand strategy.