When Formula 1 shows up in a retail space, the experience needs to carry the same energy as the sport itself. It has to be fast, visual, and competitive enough to pull shoppers out of their usual routine.
IMA Global brought that energy to the adidas retail location at Aventura Mall in Florida for the Audi Revolut F1 Team. With adidas serving as the official apparel partner for the team, the activation connected racing culture and retail in a way that felt immediate, physical, and easy for fans to join.
A Reflex Challenge Made for the Moment
Our Batak Pro Challenge gave shoppers a simple but addictive way to engage with the activation. Players stepped up to test their reaction time as lights flashed across the board, hitting as many as they could before the clock ran out.
That format made sense for an F1-inspired environment. Racing is built on split-second decisions, focus under pressure, and the ability to react before anyone else does. Batak Pro translated that feeling into a challenge guests could understand in seconds and still want to play more than once.
The Leaderboard Raised the Stakes
A custom leaderboard displayed the top nine participant names and scores, giving the activation an ongoing competitive pulse throughout the day. Instead of being a one-and-done interaction, the experience gave shoppers a reason to check the board, compare scores, and step back in for another attempt.
The leaderboard also featured benchmark scores from Audi Revolut F1 Team drivers Gabriel Bortoleto and Nico Hülkenberg, with Bortoleto scoring 33 and Hülkenberg scoring 35. That detail made the challenge feel more connected to the team itself, giving attendees a clear target and a rare chance to see how their reflexes stacked up against the drivers.
Bringing F1 Energy Into Retail
IMA Global is a creative agency focused on building connections between brands and people through advertising, media, packaging, retail activations, and other consumer-facing experiences. For the Audi Revolut F1 Team activation at adidas, IMA Global brought that approach into a high-traffic retail environment, turning a brand partnership into something shoppers could actually step into and compete with.
The Audi Revolut F1 Team marks Audi’s move into Formula 1, with Revolut as title partner and adidas as the team’s official apparel partner. The team’s adidas collection brings together technical teamwear and fan apparel built around the look and pace of racing culture, making the Aventura Mall activation a natural fit for fans discovering the brand in person.
