Brief
adidas Runners London are seeking a shake up.
One which appeals to and reaches Gen Z audiences who aren’t interested in running or don’t have a space to do it.
Insight
Gen Z are a tech savvy, tech conscious generation and are in constant search for their identity and community.
Brand Truth
adidas Runners LDN do not currently have a home and a platform to get people together.
“After Covid happened the structure changed and people moved. We used to have our own home, a studio space but we don’t anymore”
- Nick Bester (Adidas Running Captian)
Cultural Truth
Placemaking
A concept which explains how creating and transforming public spaces strengthens connections between people and their communities.
Case Study
This is a proven model used by giants like Apple.
They use physical space to run workshops and classes bringing people together and creating education centres and award winning communities.
Today at Apple - Grand Prix at Cannes Lions - 2018
We will create the new home of adidas Runners LDN.
A purpose built track and event space using multi sensory technology to gamify the running experience.
A space to form deeper connections and to meet your community; empowering Gen Z to make running fun again.
How it works
Begin your journey by signing up via the adidas Running App
Visit the aRena on launch day and experience cutting-edge technology, personalised to your experience upon arrival
Enjoy the freedom to explore the expansive space, participate in free interactive workshops or discover and trial the latest adidas running footwear
Return to the space after launch day, connect with your new running community and continue your running journey
We will create the new home of adidas Runners LDN.
An intro will welcome attendees to the launch event. Inspiring and encouraging them to get involved with the activation
A purpose built room which can function as an events room, training facility and social space for the adidas running community.
On launch day, we will run workshops in this space, encourage everyone to come together and get involved.
Adidas technicians will be on hand to help you find your perfect fit. Attendees can sample the latest shoes and test them on the track with a coach on hand.
Express order and receive your shoes within 24 hours.
Workshops will be held by your current and new partners (in-house culture team) Acai girls - poke bowl, Girls can’t DJ - make your own playlist.
Influencer’s will be invited to the event to document their experience on their platforms as well as will be shared on their pages as well as on Adidas Running Stories.
Enlisted influencers will create reels and TikTok's of their experiences and share it across their channels.
Attendees are invited to share their experience using #adidasARena
We want women and non binary people to feel safe running.
Our new home will be a base for everyone to run; this gives an alternative to street and park runs.
The space will be open and accessible for Adidas Running Members throughout the year and will be staffed with security and coaches providing a safer running environment.
Community is important to us.
Thats why members of adidas Running LDN will be able to book and train in the space throughout the year.
We will be launching:
adidas labs
Weekly running meet ups with fellow community members
Running technique surgeries
Movie streamings for a dose of inspiration and relaxation
The space can also be rented out/hired by smaller running collectives that need facilities.
WE WILL CREATE THE NEW HOME OF ADIDAS RUNNING, PROVIDING A FUN, SAFE AND WELCOMING SPACE TO TRAIN AND MEET NEW PEOPLE.
The ARena will allow adidas to:
Establish yourselves as facilitators of community
Increase top of mind awareness in Gen Z
Expand partnerships with relevant and ‘grassroot’ organisations
Increase adi club memberships
Drive digital and in store sales by increasing access to product