BROOKS - GLYCERIN FLEX / 3D Anamorphic Billboard / Times Square, NYC 

Brooks / Billups

The Brooks Glycerin Flex launched in New York City with a large-scale 3D DOOH activation in Times Square, positioned beside the Red Stairs at one of the district’s highest-traffic corners. As a core expression of the Glycerin Flex campaign, the installation brought the shoe onto the city’s biggest stage, anchoring the brand’s major product launch of the season.

Glycerin Flex signals Brooks’ move into a more adaptive era of footwear — designed for runners and fitness seekers looking beyond rigid, overbuilt high-stack styles. The challenge was to translate this shift into a spatial experience that felt premium, tactile, and credible at a massive scale.

Adolescent created a responsive world where the shoe leads the motion. Architecture bends, lines flex, and space subtly warps in reaction to the Glycerin Flex, rather than the other way around. The visual system draws directly from the shoe’s construction, with architectural lines echoing the signature S-groove sole, expressing flexibility in a way traditional running shoes cannot.

The wavy white lines echo the Flex grooves at the heart of the Glycerin Flex outsole, creating a clear visual bridge between product design and the journey ahead. The motion is exaggerated and purposeful, with detailed textures, reflections, and hand-touched details, making the innovation feel intentional and ownable.

Through composition and layering, the graphic lines mirror the sole’s structure, reinforcing flexibility and comfort in motion. The result is a confident, restrained 3D moment that establishes Brooks clearly in a high-noise environment while giving Glycerin Flex the space to move with support, precision, and confidence — setting the stage for success.