To promote the release of its new version of the NMD sneaker, adidas Originals has rolled out an innovative and interactive campaign across Europe, connecting people in major cities via ‘digital cubes’.

In collaboration with Swedish agency Act Normal, adidas has installed nine large digital cubes across some of the biggest cities in Europe including London, Barcelona and Munich. The purpose of the cubes? To display digital content dedicated to the NMD as well as connect people standing in front of the cube with those doing the same in other cities.

Formed by four interactive screens, the cubes not only allowed people to be connected with others in real-time in other parts of the continent but also displayed Fan imagery using the hashtag #NMD from Instagram. Each post was displayed on each cube in each city.

With digital interactions as well as connecting people via the cube in real-time the main aim of the activation, over 150,000 photos were shared on Instagram, reaching over two million fans.

In a very savvy example of how adidas could reach a significant audience without the use of a celebrity (the challenge they themselves put forward in the video – below), it is a refreshing take on advertising, using every day people as the centrepiece of the campaign instead of one of their many ambassadors.