Brooks
Seamless Experiences across Omnichannel

Positioned in a high-footfall central atrium – framed by iconic store architecture – the activation seamlessly blended physical branding with digital interactivity.

Technical footwear presents a familiar retail challenge. Customers need to understand differences in cushioning, support and intended use, yet static product walls often leave those benefits unexplained. At the same time, any digital technology must feel like a natural part of the store rather than an add-on that interrupts the shopping journey.

The Ghost 17 launch therefore needed to make product information immediately accessible, encourage active exploration and connect Brooks with runners across storefront, shop floor and mobile touchpoints.

1. Customer Experience

In‑store, we replaced static footwear walls with intelligent “lift‑and‑learn” displays designed around natural shopper behaviour. When a runner picks up a shoe, hidden sensors trigger the adjacent screen to switch from general storytelling to targeted, benefit‑led content about that model – cushioning, support and ideal use. Without pressing a button or asking for help, the shopper gets a tailored explanation in seconds. For the Ghost 17 launch, we extended this principle into the influencer space by turning unboxing into a digital mission: instead of standard PR, influencers received a locked vault that opened only after completing an online journey, transforming product discovery into a gamified experience.

2. Engagement and Interactivity

Unlocking the Ghost 17 vault started with scanning a QR code that launched a custom mobile web platform. Runners completed real‑world challenges – including run prompts and bespoke Spotify playlist – generating a unique passcode to open the physical padlock, merging digital and physical into one shareable story. On the high street, similar mechanics activated Up & Running window-displays: a QR on the glass launched an Instagram AR filter that revealed each shopper’s “running alter ego,” inviting them to move, pose, capture content and share it – often before stepping through the door.

3. Design and Integration

Innovation was not just in the tools, but in how seamlessly they were integrated into the environments. At Engelhorn, large-format digital screens and 360‑degree selfie cameras were embedded into a bespoke floor‑to‑ceiling wall, turning tech hardware into part of the architecture rather than a bolt‑on. Cables, sensors and processors disappeared into the structure, leaving only clean surfaces and intuitive interaction points. For Ghost 17, the physical vault echoed the campaign’s digital UX – from typography to iconography – so the mobile journey and physical object felt like two halves of the same interface.

The impact

The Ghost 17 retail activation shifted the customer experience from passive browsing to active exploration. Lift-and-learn technology delivered useful product information at the moment of interest, while interactive windows and camera-led content gave runners playful ways to engage with the campaign.

Together, these touchpoints created more opportunities for product discovery, informed try-ons and shareable brand interaction. They also demonstrated how retail technology can support both customer confidence and brand storytelling without adding friction to the journey.

The Brooks Running Ghost 17 launch shows how ISI Global combines retail strategy, creative retail design, digital integration and interactive technology to build connected omnichannel experiences. By designing around natural behaviour and embedding technology seamlessly into the retail environment, ISI Global helped Brooks make technical footwear easier to understand – and made the process of choosing it more engaging.