Adidas APAC has concluded the #BeSupportedBeYou retreat - a curated experience to reward the brand’s most loyal customers from numerous markets. Over 100 members of adiClub from all over Asia Pacific were hand-picked to join this experience in Singapore and discover the new collection, SS23. adidas brought its community of women in sport on a journey to discover freedom and a new way to move. Over a curated three-day programme held in Singapore, the event offered a 360- degree mental, physical and spiritual experience through a slew of activities.
It was held at The Outpost Hotel Sentosa and was attended by more than 50 members of the media, creators and adiClub members from Australia, Indonesia, Malaysia, Philippines, Singapore, South Korea, Thailand and Vietnam. This included creators such as BeBe, Andrea Dian, the Heungdoongee Twins, Hana G, Fariha Razak and Iman Fandi.
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Maneesiam Eua Fua, brand communication director, adidas Asia Pacific said, “From the brand’s research, we found 92% of women find it difficult to focus on their workout when their apparel is uncomfortable and ill-fitting and non-breathable apparel can create a multitude of issues for women when training."
With this in mind, adidas launched its "Spring Summer 23 Bras and Leggings" collection globally and organised the retreat to give its community of women in sport the opportunity to experience its newest innovations, Fua says, adding: "adidas’ newest bra and leggings cater to various workout needs, be it studio, gym, HIIT or running. The new styles are specifically designed to combat performance barriers faced, allowing women to be supported on their journey in sport.“
The retreat was conceived to support every body type, and as many of adidas women in sport on their journey of self-discovery, progress and betterment in sport and life through a 360-degree programming. The activities of the retreat were crafted for participants to experience the bras and leggings collection’s new innovative technologies, such as airflow management and a four way-stretch material for HIIT training, full adjustability for gym workouts and increased support structures for studio yoga sessions.
This retreat was not merely a physical one, where participants could experience sport to its full potential, but also a mental and spiritual escape to take a step back and discover the best version of themselves.
In the same week, adidas and Les Mills has partnered up to shape the future of training through a fusion of innovation and heritage. The collaboration will usher in a new age of fitness, combining innovative technologies with thrilling live fitness experiences to change the way the adidas community experiences workouts and inspire the next generation of training fans.
Throughout 2023, adidas and Les Mills will continue to push the boundaries by creating an enhanced athlete journey for live fitness, with events taking place in Singapore, Los Angeles, Stockholm, Paris, Barcelona and other global cities.
MARKETING-INTERACTIVE has reached out to adidas for more information.
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