A leading brand can legitimately celebrate its love and support for sports – but how does it grab attention among sport branding’s noise and flash? The brand may not actually stand for ‘All Day I Dream About Sport’, but the urban myth has its power. We took adidas’ restless spirit and expressed it through the vitality generated by this Beijing flagship store – its first in China.
In store, people could sign up for professional guidance sessions with adidas trainers. The enthusiasm of 2,000 fans meeting Olympic and other sports stars, plus the intensity and fun built up from interactive exhibits, was all captured and shared on LED screens, attracting more people into the store. This ‘cycle of energy’ fixed in the minds of consumers the idea that adidas is inseparable from a passion for sports.