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Client: adidas
Creative Agency: Carat Fusion

Our team at Carat Fusion designed this website for adidas to promote the “Pistol Pete” Maravich apparel line, part of the adidas Originals collection. One of the goals of the site was to blend a stylized visual look of the 1970s with interactive features to showcase the line to online shoppers and fans of street-style sports.

The site reflects a flashy, fearless and bold style-- designed to be just like Maravich himself. An interactive scrapbook on the site uses photo clips to showcase Pistol Pete’s impact on the game and his unique style of play. The team also designed a viral compentent into the site in order to extend the brand throughout the online world. Users can upload photos of themselves and send them to friends using a viral “All Star Generator” photo upload feature.

The purpose of the site was to provide users with a fun and engaging way to learn more about the legend of Maravich and the new clothing line in order to increase sales of the product. The site includes links to the adidas Originals store, where users can purchase products.
-- Katie Gallagher, account director, Carat Fusion

This was a fun website. I really liked the yearbook feel, it made me nostalgic from when I was a teenager. It took me a minute to orient myself with the site and how the navigation was working with the page, but once I got going, it was a lot of fun reading through the photos and the history of "Pistol Pete."

As I looked through the vintage Pistol Pete clothing line, I was a bit disappointed that several of the items were out of stock. It seems like an important line for adidas to showcase, and there I was, hooked, with nowhere to buy.

It was a nice touch to include the viral element through the use of the "Be an all star."  I was hooked and had a good time pasting images of friends into the different options and sending them to each respective friend.

Overall, I'd say this looks like an effective minisite that I'd expect to get some good WOM, although not being able to buy some items could be a quick buzz kill and may start generating the wrong type of viral effect.
-- Keith Pape, Vice President, FrontGate Creative

The Pistol Pete site for adidas is an eclectic and engaging design matched perfectly to the throw-back brand it promotes. You immediately get a sense that Pete Maravich was one bad dude on the court, and there is good reason to don some fresh kicks in his honor. The navigation is intuitive, and the site is full of hot spots that allow you to interact with the product, as well as with images of Pete himself. The texture and visual depth created by all the fun design elements convey the right sense of modern urban life, combined with a cool nostalgic tone from the 1970s. 

The only slight letdown was the clunky nature of the viral component. The first three steps were clearly labeled until it came time to upload the image. Then everything just seemed to freeze. It took a few times to get it to work right. But it was still a fun piece that will likely yield increased brand interaction time. This slight usability issue does not really diminish a really great marketing site.

Overall, the design aesthetic, navigation, functionality, and content align well with the target audience and business objectives of the site. The bottom line: It will help move shoes. The folks at adidas should be really happy with the slam-dunk that Carat Fusion put together for them. Good stuff.
-- David Heidenreich, EVP, strategy & marketing, Ripple Effects Interactive