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08 adidas Running Year
Background:
Running is a core sport in the adidas market activation plan. S2M has been working with adidas in this
activation for several years already, managing a number of different programs on behalf of the client.
Programs S2M handles for adidas running include programs organized in universities and partner fitness
gyms across China, retail promotions and managing the high-tech "Footscan" machine that that scans the
pressure and movement when running and then recommends the best shoes to wear based on the results.
In 2008, all of these programs were united under one mega-program 08 adidas Running Year.
Challenge:
Tasked with activating a variety of different programs across multiple cities, S2M was challenged to ensure a
consistent program, smooth logistical arrangements and consistent message delivery in all markets. A
number of the programs drew audiences of several thousand participants and there was a great deal of
coordination required with the various venues and host organizations to facilitate this.
Solution:
Using its China wide capability and vast experience in running events, S2M was able to continuously deliver
the marketing expertise, strategic plans, organization and management skills, design and production
required for the adidas programs.
Result:
Over the years, S2M and adidas have had an increasingly close relationship built upon S2M's ability to
organize and execute the running programs. Thanks to S2M's hard work, adidas has been able to
successfully establish itself as a leading running brand in the eyes of Chinese consumers.
