ONITSUKA TIGER ‣ FINISH LINE CAFE — POP-UP

To promote their new trail running inspired ULTI RS™ Series, a new style of shoe mixing high fashion and sports, Onitsuka Tiger invited monopo to activate the idea of 'Urban Athlete' on the square in front of their new Covent Garden store.

The challenge: how can we create a playful interactive activation that incentivises people to get active in their city?

Being an ‘urban athlete’ is not always about the big wins but it’s about making space for more active moments in your everyday. Doing your 10K steps/day is one of them.

We created a pop-up café with an athletic look where visitors get a reward by showing proof of 10,000 steps (within the past 3 days) - or their own definition of movement for those for who steps is not the measure. Each visitor received a complimentary drink by Origin coffee and a branded chocolate medal to put around their neck and proudly celebrate their big win as they're walking in the neighbourhood.

It was really important to give this café a unique look that will be instantly understood. Inspired by the visual language of athleticism and Olympic games: you get your prize under the arch at the Finish Line, you spectate on stadium seats and your reward is a medal (but a chocolate one ;)).