Through research, we learned of a significant decline of people engaging in sports in Japan. The most alarming was a decrease of 20% amongst 15 - 29 year olds in the last 2 decades, the core age group the brand wished to appeal to.

With the lack of sporting venues considered as a contributing factor for the decrease, we envisioned a pop-up sports stadium to enhance the appeal of sports as well as the brand through providing people with the opportunity to engage in sports and become aware of New Balance as an athletic brand, all the while experiencing their products during activities.

Harajuku is Tokyo's fashion capital and a hotspot for teens, young adults, trendsetters, and tourists. Beta Stadium was created there, in the heart of the city, alongside rows of trendy apparel stores to stand-out and create a resonating impact.

IDEA: Sports stadium in metropolis.

176 LED panels were used to create a 14 meters wide Jumbotron and become the centrepiece of visual impact along with the green grass turf covering the 480 square meters of land to standout in a city landscape.

A mirror wall was placed adjacent to the LED panels to create a larger perception (quarter-circle --> semi-circle), to reflect images to be visible from various angles (visible from varying locations on the street), and to signify the concept of 'borderless' (brand concept, as well as of city life).

The product display showcase was created in a refurnished trailer container, to override the city's regulation prohibiting temporary structures with a roof and pass it off as a vehicle.

Beta Stadium was open to the public for a period of 3 weeks (November 2nd ~ 23rd, 2015).

Beta Stadium welcomed approximately 75,000 visitors during its period.

Beta Stadium reached approximately 1.5 million people as a signage.

Beta Stadium was featured on numerous media outlets including programs on national television, internet channels, and magazines.