Adidas Republic of Sports launches in China

by The One Centre

23

August, 2016

23rd August 2016

Adidas has launched a state of the art sports complex in Shanghai to host a month-long sports activation.

The 'Republic of Sports' will showcase four sports: football, basketball, training and running, and it will give visitors the chance to participate in activities and sports as well as watch athletes in action.

Play video

The facility, held in Shanghai’s Century Park, includes 4,500 square meters of private courts, interactive spaces, games, and exhibitions. The Republic of Sports includes a range of product and technology features, such the ‘Boost Run Lab’, which provides insight into the development and application of Adidas’ Boost footwear technology.

The event aims to help consumers experience the Adidas brand through sports and experiences as well as products by helping people to “unleash their creativity and redefine the meaning of modern sports culture”.

Adidas is also hosting a number of high-profile sporting / athlete events in China to coincide with the ROS, including bringing the Manchester United team to Shanghai to launch the new home kit for 2016/17 season and bringing basketball stars Jeremy Lin and Damian Lillard as part of marketing campaigns. Adidas has also enlisted local female athletes including tennis player Coco Xu and Olympic race walker Liu Hong for the campaign.

The event, which was created by TBWAShanghai, is part of the brand’s national marketing campaign pushing fitness and exercise. It’s part of a broader strategy to grow the brand by capitalising on China’s booming fitness market.

According to brandchannel, Adidas’ China sales increased by 18% in 2015 and have already achieved a 30% growth in Q1 2016. The China market “now accounts for 15% of the brand’s global total”. Adidas plans to open 3,000 new stores in China by 2020.

Adidas strategy is to engage with China’s millennials along with a growing middle class, who are becoming more affluent and more interested in sports and fitness.

The timing is perfect with the Chinese government calling the nation’s sports industry the “next gold mine of Chinese economy” the market is expected to be worth $464 billion by 2020.

Winning over this technology savvy audience will be no walk in the park. China’s billions of consumers are spoilt for choice when it comes to branded experiences and activations and there’s nothing a Chinese millennial loves more than a great selfie opportunity.

A month long event created at such a grand scale is a sure-fire way to ensure you get serious footfall, huge numbers of eyeballs and a social media sensation to ensure the crowds keep coming. However, to be successful Adidas needed to provide more than selfie moments and that’s why Republic of Sports is so significant.

Creating an event that enables participation, competitions, famous athletes, interactive technology, gadgets and a shopping experience, all the while offering an escape from scorching temperatures outside the sports complex, was a stroke of genius. This was an event certain to attract an enthralled audience and very smart work by Adidas and TBWA.

As TBWAShanghai Client Service Director Elaine Hui, told brandchannel, “Shanghai is a sophisticated market and consumers here are very well-trained. They are exposed to new technology, trends, and ideas. When it comes to brand interaction and grabbing their attention, they demand the best as they have so many choices on hand.”

“And they won’t be satisfied with your “Click to buy” so brands must create a real experience and build bonds with them. That’s especially true for certain categories, and Adidas is one of those. Interactive experience is just one of the great tactics to grab people’s attention. So ROS is a pretty cool interactive experience to engage consumers.”

The strategy was to reposition Adidas as just a clothing brand and establish it as a sports and fitness brand by immersing consumers in the experiences the clothing is made for. It’s the old adage, “show, don’t tell” demonstrated at its very best. By creating a cool and fun series of activities and events, Adidas has shown audiences how to enjoy its products and that lesson could prove immensely valuable for the brand.

Adidas is a brand on a mission to own sports and fitness in China and Republic of Sports is an exceptional play by the brand

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

Share

Share on Facebook
Share on Twitter
Share on Linkedin
Share via Email

Related Stories

Products

Forget ‘stoner’ – MedMen is taking marijuana mainstream

News

Four pillars of brand success – John Ford writes for Startup Daily

Collaborations

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Content

Oakley’s ode to obsession

Advertising

"Will finds a way" with Under Armour

Environments

Kengo Kuma is purifying the air at Milan Design Week

Architecture

Facebook is building Willow Village. Would you live there?

Advertising

Apple recruits Spike Jonze to welcome you home

Products

Dot Watch is disrupting the Braille market

Architecture

Is Hyundai Pavilion the darkest building on earth?

News

The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Environments

Nissan brings its tech to life with self-driving slippers

Content

Outdoor apparel brand Patagonia to sue the Trump administration

News

The One Centre is hiring creative directors. Here’s our manifesto.

Environments

Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Music

Behind the scenes of OK Go’s ‘Obsession’

Content

The North Face combines daydreams and free skiing stunts in a mesmerising film

Technology

Nike is fighting bots with augmented reality

News

"The only way is up" - John Ford writes for Mumbrella

Architecture

Fashion house Yves Saint Laurent opens a museum in Marrakech

Content

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

News

“Give Dove a break” - John Ford speaks to CMO magazine

Advertising

Guinness saddles up Compton Cowboys for latest Made of More film

Environments

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Art & Design

A forest where gods live

Products

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Advertising

Nike creates graphic feast for Air Max

Advertising

Volvo returns to safety positioning in masterpiece film for the new XC6O

Products

Ikea to employ Syrian refugees in social sustainability project

Content

Screens of the future

Architecture

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Entertainment

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Special Review

The brands coming out to support the LGBT community

Entertainment

Abstract. The Art of Design

Advertising

Target creates mini-musical spectacular for Christmas

Art & Design

Nissan creates mobile workspace

Advertising

Lincoln Motor Company taps Annie Leibovitz for campaign

Experiences

Braun creates hypnotic installation for London Design Week

Entertainment

BMW Films returns with an explosive short film

Experiences

Adidas Republic of Sports launches in China

Technology

Convert the world around you to Pantone with the new Pantone App

Experiences

Moleskine opens a cafe for creatives

Advertising

We're the Superhumans: Channel 4 returns with film series

Products

Activewear brand Lululemon expands into beer

Experiences

Tiger Beer launches NYC pop-up store to showcase best of Asia

Advertising

P&G rolls out strong film in ongoing Thank You, Mom campaign

Products

Ikea launches brand collaborations

Products

Adidas creates sustainable shoes made from ocean plastics

Content

Google launches 360-degree interactive animated short film

Music

Coca-Cola makes music with W Hotels

Advertising

Save The Children returns with harrowing refugee film

Art & Design

COS creates "show-stopping" installation

Environments

Uniqlo aims for Utopia with flagship store relaunch

Technology

McDonald's transforms Happy Meal toy into VR experience

Architecture

Samsung launches immersive brand experience store

Entertainment

Lo and Behold: Netscout launches branded film at Sundance Film Festival

Art & Design

Burberry teams with Apple to launch dedicated Music channel

Experiences

Apple Watch creates blooming installation at Selfridges

Experiences

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Experiences

The Four Seasons Jet is the ultimate brand experience

Experiences

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Content

Samsung film is a beautiful tribute to the power of technology

Experiences

Converse creates global exhibition to celebrate iconic shoe

Experiences

Leica and Moncler create Monumental exhibition

Advertising

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Experiences

Nike's ‘Phenomenal’ World Cup experience

Architecture

Louis Vuitton Museum: a new level of branded art

Experiences

GQ to groom men with branded barbershop

Experiences

BMW's iconic Art Cars Project launches global tour

Art & Design

Chipotle turns to literature in new project

Entertainment

Cornetto spreads the love with film series

Music

Stella hits high note with Chalice Symphony

Experiences

NRMA opens Crashed Car Showroom

Content

Intel urges audiences to 'look inside' in film series

Content

Net-A-Porter launches glossy print magazine

Entertainment

The Lego Movie hits cinemas worldwide

Advertising

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Content

Patagonia film celebrates the stories we wear

Experiences

Louis Vuitton's controversial exhibition

Advertising

Chipotle wages war on Big Food

Content

AT&T's brutal new film to stop texting and driving

Content

BA tugs the heartstrings with Visit Mum film

Advertising

Leave the world behind with Volvo

Content

IBM & The World's Smallest Film

Environments

Burberry merges digital and physical worlds

Advertising

Iconic landmark is on song with The Ship Song

Entertainment

Bond's Skyfall is ultimate branded entertainment

Entertainment

Red Bull goes Stratospheric

Experiences

Audi showcases the future in Spheres

Entertainment

AT&T unveils transmedia experience Daybreak

Experiences

Google experiments with art and science

Experiences

GE asks Australians for Two Words

Music

Coca-Cola Moves to the Beat of London

theONEcentre

Strategy + Artistry

Ground Floor,
71 York St
Sydney NSW 2000
T +61 2 8096 9700
hello@theonecentre.com

for updates on The One Centre Group and our publications.

Back to top

theONEcentre

Strategy + Artistry