The tour builds on Adidas' "Training for sport" brand message that encourages amateurs to strive for top performance. The interactive sports showcase was conceived in-house by Adidas and is part of the company's grassroots mission to expose more youths to sports and developing individualized training regimens through its recently launched do-it-yourself training and coaching Web site (trainingforsport.com).
The effort also is designed to expose young people to new sports plus the footwear, apparel and gear associated with each activity, underscoring Adidas' role as the official supplier and outfitter of the 2000 and 2004 U.S. Olympic Teams.
TEAMING WITH HP
The portable "training center" is moving across the U.S. from April through September, giving aspiring athletes, ages 12 and 18, the chance to hone their skills in a variety of Olympic and non-Olympic sports.
Teaming with Hewlett-Packard Co., Adidas has created an interactive experience combining hands-on sports activities with sports information provided by HP in tents set up near the 28,000-square-foot training center, which is erected inside or nearby gymnasiums, stadiums and outdoor sporting events.
"It's like a sports theme park, and we can set it up indoors or outdoors depending on the venue," said Chad Tons, Adidas' brand events marketing manager. "Our goal here is to drive home the fact that we provide all the tools for training, so a kid can go attend the event and get timed, then log those times onto our Web site and print out a regimen for attaining a goal in a certain sport."
The technology tents will include demonstrations of HP's digital image technology. Numerous workstations also will highlight the sponsors' Web sites (adidas.com, hp.com and trainingforsport.com).
Synergy Sports, Red Bank, N.J., is handling management and transportation of the tour; Elite Events, Hollywood, Calif., is overseeing local grassroots marketing through sports organizations, and community associations and networks. Leagas Delaney, San Francisco, is Adidas' ad agency.