adidas' installation in Milan to celebrate the Adizero EVO SLs A new urban and interactive experience lands in San Babila

From June 23 to 29, Milan becomes the stage for a new celebration of the running lifestyle curated by adidas. In Piazza San Babila, right in the heart of the city, the German brand presents a 3D maxi-installation dedicated to the Adizero EVO SL, the sneaker that combines performance and everyday style. The large-scale physical replica of the model is not just a tribute to the shoe, but a visual manifestation of the sporty spirit that adidas wants to keep alive even in the midst of urban life. Beyond the scenic impact of the structure, the activation also includes a moment of direct public engagement. From June 26 to 29, at the adidas Brand Center in Corso Vittorio Emanuele II 24/26, visitors will have access to an immersive and personalized experience. The journey begins with the selection of an adidas look that best represents their personal style. From there, each participant can record a short video, which will be processed in real time and displayed directly on the big screen in the square.

In a matter of seconds, the personal video transforms into a digital journey through futuristic metropolitan scenarios: moving skylines, dynamic landscapes, and visual suggestions tailored to the user's visual identity. A mix of speed, lightness, and urban vision perfectly aligned with the philosophy of the Adizero EVO SL. The result is a kind of digital mirror: the visitor becomes the protagonist of a visual narrative that celebrates the city's dynamism and the expressive potential of movement. But that's not all: the generated video is projected in real time on the large screen located in Piazza San Babila, next to the monumental shoe installation. In this way, the visitor is not only the star of the content but becomes its public face, an integral part of the communication. It is this integration between personal experience and collective visibility that transforms the interaction into a symbolic and identity-driven act. With this initiative, adidas reaffirms its ability to merge technological innovation with community culture, offering an experience that goes beyond the product and blends into real life. The Adizero EVO SL is not just a running shoe: it is an icon of versatility designed for those who navigate the city with a confident and light step. Milan thus becomes the stage for a project that engages body, style, and the urban environment, with the user at the center: no longer just a spectator, but an active participant in an immersive narrative that reflects and amplifies itself in public space.