Adidas partners Vibgyor to promote Ultra Boost X with unique influencer engagement event
Adidas recently launched Ultra Boost X shoes specially designed for women. Adidas connected with Vibgyor to curate an unconventional, sporty star-studded event for the launch. Team Vibgyor chose the breathtaking lush green hills of Lavasa as the location for the event where more than 50 popular personalities including TV stars, national athletes and bloggers were invited.
In the pre-buzz phase, 30 photographers shot the top 10 most popular personalities like Anusha Dandekar, Ayesha Adlakha, Pooja Gor, Saiyami Kher, Abigail Pande, Ayesha Billimoria and Freishia with the UBX shoes as the highlight. For the main event, a stunning Bell 412 Chopper flew them to the location, while rest of them were transferred by cabs. The celebrities were checked in to the luxurious Fortune Select Hotel, where they were handed personalized room keys and DND hangers with Adidas branding. A surprise seeding box was presented to each participant, which included the new UBX shoes along with Adidas apparel. Lunch was followed by Group Relay Trail, a one kilometer run along the beautiful Ekaant trail. For the run, 4 teams were divided, each headed by a top celebrity. Post this a yoga session was held in the hotel lawn for relaxation. At night, the Gala dinner was kicked off with a product session, followed by celebrities sharing their personal experience with the shoes. The setup for the dinner displayed top ten pictures from the pre-buzz activity.
For day two, the 5 kilometer hill run started at Lavasa International Convention Center, moving along the picturesque city of Lavasa. The participants passed through some of the most magnificent sights and iconic locations. Post the run, a mobility and conditioning session was held in the hotel lawn for rejuvenation and peace, after which the participants were transferred back to Mumbai.
Vibgyor conceptualized and executed the entire event, right from the personalized invites, to the pre-buzz photoshoot, to the hill runs. The celebrity posts on social media platforms created a lot of buzz around the launch, and the unconventional promotion received a lot of media attention and PR.
Around The World