Adidas in pre-Olympic onslaught

Hong Kong - Adidas has ramped up its marketing activity ahead of the Olympics, launching the world's largest adidas Brand Centre in Beijing and a regional marketing campaign.

The adidas Brand Centre, at 3,170 square metres, is the largest adidas concept store in the world and offers products from all adidas categories under one roof. The store opened at midnight on 5 July.

The store features a range of interactive elements like miCoach Core Skills, a recently launched mi Originals, mi adidas, a juice bar, a dedicated ‘urban' area for pop-up exhibitions and events along with a basketball court on the rooftop.

Erich Stamminger, president of the adidas brand, said the Brand Centre takes the adidas retail experience to a new level.

"The opening of the world's first adidas Brand Centre is another milestone in securing market leadership in China, one of the world's most important markets for the adidas brand," Stamminger said.

"The Beijing adidas Brand Centre will serve as a role model for our concept stores in key metropolitan cities around the world."

In a separate move, the sportswear giant has launched a regional print and digital marketing campaign titled ‘Inside', which demonstrates that the world's best athletes know that they perform better because of the support they receive.

Celine del Genes, director of brand marketing at adidas Asia Pacific, said tapping into the national support of athletes is a powerful metaphor.

"After months of preparation it comes down to one unique moment in their careers, and adidas and their supporters are behind them to provide that extra touch: being "inside" their hearts and minds to help them achieve the impossible," she said.

The campaign, developed by TBWA\Tequila Hong Kong, was shot by still photographer, Nadav Kander in Beijing, Bangkok and Valencia and retouched in London and Hong Kong.

The campaign also has contains a large digital component called "Beijing Moments" where consumers are invited to recreate a piece of iconic action footage by contributing a page, or a frame, to a photographic digital "flipbook".