The suit is part of the German company's partnership with the Beijing Organizing Committee of the Olympic Games, or BOCOG. As the official sportswear sponsor, Adidas apparel and shoes will be worn by all Chinese teams and athletes during all competitions.
Adidas has promoted the suit this month with a print and outdoor campaign, including building wraps and displays, by TBWA Worldwide. Media planning and buying was handled by Aegis Group's Carat and sibling out-of-home media specialist Heartland.
"We're entering the final stretch in the Olympics race now. Millions of people across China have been inspired by Adidas' Olympic vision and now that there's less than a month to go, everyone is desperate for the games to begin," said Seth Grossman in Shanghai, Carat's communications planning director, China.