ADIDAS GLOBAL CLIMACHILL PRODUCT LAUNCH

 

TASK : In March 2014 Adidas Global launched an innovative training technology for apparel. The product helps the consumer remain cool while training in warm conditions. The product beCAME available in Latin America AND WORLDWIDE starting in April 2014.

 

Impacten Media was asked to find an appropriate space to execute the vision—provide training facilities fit for professional athletes and engage INTERNATIONAL SPORTS press SPECIFICALLY COVERING THE LATIN AMERICAN MARKET in the process.  Among the present were Gil Reyes (Adidas Global trainer and long-time Andre Agassi tennis trainer), Pico Monaco (professional tennis player) and OLYMPIC GOLD MEDALIST Monica Puig (professional tennis player).

 

VENUE : NBA-certified basketball court, 17th floor @ JW Marriott Marquis, Downtown Miami.

 

The goals:

§  Generate media coverage about Adidas new products.

§  Raise awareness about the benefits of Adidas training technology.

§  Strengthen media relations.

§  Coordinate with key stakeholders (Adidas Global management, creative agency, ALL event vendors, etc.) to perform strategic pre-launch tasks and identify/assess risk and success factors for a successful market-wide launch involving 12 countries.

 

Results:

  • Scouted top venue prospects featuring training facilities fit for a professional training experience.

  • Liaison between Adidas and hosting venue.

  • Organized branded transportation and luxury accommodations for members of the press from key Latin American countries.

  • Effectively negotiated favorable nightly room rates and waiver of filming fees with barter trade favorable to both client and venue.

  • Organized external activities outside of hotel grounds, (i.e., post training experience arranged for massages for entire 40+ VIP press group.

  • Personal assistant to Gil Reyes (Adidas Global trainer and long-time Andre Agassi tennis trainer), throughout duration of the Climachill product launch.

  • Managed and reported to project team on six-figure budget project budget.

  • Assisted throughout event’s duration to ensure a smooth schedule flow.

  • Vendor sourcing, contract negotiation, venue booking, F&B for entire group, ordering supplies and audiovisual/tech equipment, coordinating.

  • Registration and travel or group booking arrangements, communication of event logistics to attendees, monitoring expenses, and exceeding Adidas Global expectations.

  • Provided on-site logistical support.  Assisted with managing set-up, production and break-dowN. 

ADIDAS CLIMACHILL VIDEO RECAP (CLICK VIDEO SCREEN TO VIEW)