Experience · ROOTS
Lights up KL with adidas x Mercedes-AMG PETRONAS F1 Team
Motorsport has always been more than just what happens on the track. It's a culture driven by speed, passion and an unmistakable sense of belonging. With Formula 1 making its highly anticipated return to Malaysia after nine years, excitement was building across the nation. As the official apparel, footwear and kit supplier of the Mercedes-AMG PETRONAS Formula One Team, adidas saw an opportunity to bring that passion closer to Malaysian fans - creating a space where they could experience the energy of motorsport, immerse themselves in the culture and wear their passion with pride.
- 10,000 plus visitors to the pop-up
- 7 days of retail excitement
Challenge
A homecoming nine years in the making deserved more than just another retail pop-up.
adidas wanted to go beyond its previous activation at TRX and create something that matched the excitement surrounding Formula 1's return. The challenge was to transform a retail space into an immersive fan destination - one that would capture the thrill of motorsport, celebrate the Mercedes-AMG PETRONAS partnership and turn race fever into meaningful brand engagement.
Solution
Bringing the thrill of the paddock into the heart of Kuala Lumpur.
We transformed the heart of TRX into a Mercedes-AMG PETRONAS fan experience, bringing together motorsport, lifestyle and retail in one high-energy destination.
At the centre of the activation was a showcase of the latest adidas x Mercedes-AMG PETRONAS collection, giving fans the opportunity to gear up in official team apparel and show their support in style.
But the experience went far beyond shopping.
Fans could put their racing instincts to the test in head-to-head racing simulators, soak up the atmosphere at a dedicated Mercedes experience corner, and get up close with the latest Mercedes vehicle. A pitstop-inspired coffee corner offered visitors a place to refuel, while a showcase of Mercedes' racing heritage connected the excitement of the present with the team's motorsport legacy.
Every touchpoint was designed to make fans feel part of the action - transforming a conventional retail activation into a vibrant celebration of speed, style and the return of racing to Malaysian soil.
Impact
10,000+ visitors. One unforgettable homecoming.
The activation attracted more than 10,000 visitors, turning TRX into a buzzing destination for motorsport enthusiasts and adidas fans alike.
Beyond the excitement, the experience translated fan engagement into strong retail sales for adidas. Demonstrating how an immersive brand experience can bring communities together while delivering tangible commercial impact.
10,000+ visitors. One unforgettable homecoming.