Regional – Adidas has rolled out a regional campaign for the launch of its latest trainers Adipure 360, targeting regular gym goers.
Running for a month, the campaign will be rolled out across six countries in Southeast Asia, including Singapore, Indonesia, Malaysia, Thailand, the Philippines and Vietnam.
The campaign, titled ‘Born for the gym' aims to create awareness of the new model. Created by Iris Worldwide, it targets the fitness-savvy who hit the gym at least twice or thrice a week.
Through interactive installations, it also allows consumers to try on the shoes at various gyms and Adidas stores.
"Through the ‘Born for the gym' campaign, we aim to define this new category of trainers from adidas as the go-to brand for gym lovers," Craig Mapleston, managing director of Iris Singapore, said.
Additionally, consumers will also be rewarded with prizes and vouchers through an interactive game if they identify five exercises demonstrated within 60 seconds.