ADICLUB DAYS FW2024 “UNLOCK THE BEST OF ADICLUB”

Overview

For adiClub Days FW2024, adidas aimed to connect with running enthusiasts, drive in-store traffic, and encourage new memberships to its exclusive adiClub community. To support this vision, we created an immersive activation that transformed store entrances into interactive challenge zones, attracting the public and inviting them to “unlock their speed” through engaging in-store games. By combining physical activity with rewards, we offered a unique experience that showcased the benefits of becoming an adiClub member.

The event revolved around two challenges: “All in Shuttle Run” and “All in Stepping Run.” To set the benchmarks, we brought in two sprinting athletes and two rope-skipping athletes to set scores for the games, creating an inspiring and competitive atmosphere. Participants who took on the challenges had the chance to win exclusive prizes, including adidas running tees, a pair of ADIZERO Boston 12 running shoes, and vouchers. Besides the two challenges, participants could also capture their memorable moments at branded photo backdrops. This activation successfully attracted a diverse audience, particularly Gen Z and running enthusiasts, growing the adiClub membership base while strengthening adidas’s connection with its community.