The event, which took place in a specially designed sports center, presented the core categories football, basketball, running, training and outdoor activities as part of several live events. Adidas, together with gyms, created a program with different activities and experiences. These included: fitness course, running, soccer games, climbing and basketball competitions.
The “Republic of Sports” took place in Shanghai for the first time in 2016 with 20,000 visitors. This year, Adidas has organized the event to also take place in Beijing, Chengdu, Guangzhou, Hong Kong and Taipei. According to Adidas, 99 percent of all registrations came from digital platforms. The campaign helped the “adiClub” program to reach 400,000 new members. The Adidas event is an important part of the corporate strategy of becoming the most successful sports brand in China by 2020.
In 2017, Adidas is focusing on promoting creativity in sport. The “One in a Billion” campaign was launched. The Adidas Republic of Sports event is designed to push this creativity to “push China into higher sporting spheres.”
Adidas event promotes creativity in sports
Marc Le Roux, Senior Vice President / Brand Director for Adidas Greater China, said: “As a leading global sports brand and one of the sports brands with the highest growth in China, Adidas wants to motivate everyone to pursue sport.”
Le Roux added: “Events like Republic of Sports encourage more and more people to engage in sports. People discover their true potential and the events help to establish Adidas in China. Creativity is at the center of everything we do. It’s how we define ourselves as employees and as a company. It’s in our DNA. That is why our goal is to interact with other creative people and to work to inspire our customers to express their creativity and imagination.”
Adidas Greater china recently reported a double-digit growth in its quarterly figures. Sales grew by 28 percent in the second quarter. This makes Greater China the fastest growing market for Adidas. The most recent results are based on strong performance in the first quarter and in 2016 as a whole.
According to Colin Currie, Managing Director of Adidas Greater China, the results confirm that “the brand strategy is appealing to Chinese consumers. Focusing on “creativity in sports,” Adidas will continue to deliver stylish, high-performance sports products and provide authentic shopping experiences and campaigns. With the power to inspire millions, we are pursuing our mission to become Greater China’s best sports brand by 2020. “
