Adidas 'uprising' at a mall near you
Adidas has always been a very active brand in terms of experientially connecting with its consumers. Be it mall activations to partnership with sporting leagues, organizing marathons from time to time to promoting district and mid level sports tournaments, the brand is always on the go and has something to offer to everybody.
Recently the sporting brand aimed to create the biggest multi-sport movement in the country with its Adidas Uprising campaign that involved 14 Sports 29 Venues 23,000 sports enthusiasts throughout the country.
One of the first events organized by Adidas as part of the Adidas Uprising campaign was the unique concept of a mall run at Great India Place Noida and I wanted to personally go and look at the experiences the brand had managed to create.
Considering the mall run was organized on a Saturday, 12th December which was also one of the coldest days of the year I did not expect a lot of attendees to be a part of the event in the first place. I was informed that over 800 participants had already registered for the activity in advance but as I had estimated appropriately it was only a mere 150 that showed up.
Although the numbers might not have been what a mighty sports brand like Adidas would have deserved but the execution team at the brand was still at their enthusiastic best to push the participants who had managed to make it to the event. The mall run started inside the mall covering all floors and the excitement among the participants was certainly worth seeking an inspiration from.
After the mall run was over the participants assembled at the ground floor of the GIP mall and were taken through a simple routine of stretching exercises and a power packed Yoga session that they could easily practice in their day to day routine. Dr. Rajat Chauhan, a known and respected Skeletal Medicine Physician praised the efforts taken by the brand to promote fitness and also shared necessary tips and tricks to maintain a fit body with the participants.
The overall concept and execution of the activity was pretty simple and even though those who participated at the mall run activity made it a marginal success for the brand however one could easily understand that Adidas could have pulled off a much greater impact had the number of participants at the run been more.
Was the mall run activity by Adidas one of their best on-ground engagements? Well no. But the brand does deserves brownie points for trying to attempt something that has never been attempted before. Through the campaign Adidas wanted people to get off from their beds and involve themselves in a fitness regime and with the activity like this they have managed to do just that.
The mall run activity by the brand was precise and to the point and even through its success may not be reflected from the numbers of participants attending the event in comparison to the one who registered for it but satisfaction among the participants of the event while they were indulging in a moment of pride after completing the run and activity without any stoppage that the brand had truly managed to earn.
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