adidas Sports Base

The Challenge

Building on the success of the first Sports Base in 2015 at the Central Harbourfront, adidas wanted to create an iconic sports hub in Hong Kong to encourage young people to "Create the New" and take up sport in the summer. In addition to offering sporting facilities and key events for football, basketball, training and running, adidas wanted a range of fun digital games and creative workshops to attract visitors for a duration of 5 weeks.

The Approach

Inspired by the ‘stadium retail concept’ in the recently opened New York City global flagship store, LORE created a raw concrete street stadium under the iconic Hong Kong Observation Wheel. The entrance to the Sports Base mimicked the tunnels athletes typically walk through to get to the field with four digital experiences showcased under cover and standalone outdoor pitches created for football, basketball and training. Four interactive ‘Creators Challenges’ were presented inside stadium concession stands where visitors could test their shooting and kicking skills, reaction times and their climbing prowess on a giant projection bouldering wall. Collaboration with the digital agency was key for seamless integration into the venue and guest journey. Outside a giant arena screen displayed daily weather feeds, upcoming events and competition updates. In addition to all this, LORE also ran an action packed month of social and competitive events to keep visitors coming back for more, while managing everything onsite from licensing, F&B outlets, first aid, volunteers and weather challenges.

Awards

2018 / Silver Best outdoor event: Health and Fitness / Marketing Events Awards / adidas Sports Base

2018 / Silver Best use of multi-channel / Marketing Events Awards / adidas Sports Base

2018 / Best of Show Campaign / MARKies Awards / adidas Sport Base 2017

2018 / Gold Best Idea Events / MARKies Awards / adidas Sport Base 2017

2018 / Gold Best Idea Integrated Marketing / MARKies Awards / adidas Sport Base 2017

2018 / Gold Best Idea Experiential / MARKies Awards / adidas Sport Base 2017

2018 / Silver Best Idea Customer Acquisition / MARKies Awards / adidas Sport Base 2017

2018 / Silver Best Idea Customer Engagement / MARKies Awards/ adidas Sport Base 2017

2018 / Bronze Best Use of Mobile / MARKies Awards / adidas Sport Base 2017

2017 / Gold Excellence in Mass Event / Marketing Magazine / adidas Sport Base 2017

2017 / Gold Excellence in Event Marketing / Marketing Magazine / adidas Sport Base 2017

2017 / Silver Excellence in Integrated Marketing / Marketing Magazine / adidas Sport Base 2017

2017 / Gold Best Mobile Solution Events / Mob-Ex Award Marketing Magazine / adidas Sport Base 2017

2017 / Gold Best Use of Mobile Integration / Mob-Ex Award Marketing Magazine / adidas Sport Base 2017

2017 / Bronze Best App Health and Fitness / Mob-Ex Award Marketing Magazine / adidas Sport Base 2017

2017 / Bronze Most Innovation Use of Mobile / Mob-Ex Award Marketing Magazine / adidas Sport Base 2017

2017 / Marketer of the Year / Marketing Excellence Awards / adidas Sport Base 2017

2017 / Gold Excellence in Use of Technology / Marketing Excellence Awards / adidas Sport Base 2017

2017 / Gold Excellence in Gaming / Marketing Excellence Awards / adidas Sport Base 2017

2017 / Gold Excellence in Retail Marketing / Marketing Excellence Awards / adidas Sport Base 2017

2017 / Silver Excellence in Integrated Marketing / Marketing Excellence Awards / adidas Sport Base 2017

2017 / Bronze Excellence in Customer Engagement / Marketing Excellence Awards / adidas Sport Base 2017