To make consumers realise that adidas is so much more than a sportswear manufacturer. Instead, it is a brand bold enough to go beyond conventions.
Creating a unique brand experience in its natural environment but an unusual location, a place where you can’t simply drop by while passing.
A series of unique training sessions run by brand ambassadors in unusual places, including a hardcore workout in an underground car park, or aero art fitness session in Niebo club. Each new location came as a surprise generating a stream of positive comments on social media.
Greater loyalty of adidas customers, who appreciated an innovative, non-standard approach of their brand.