Adidas Meeting Takes Place in a Brand Locker Room - Event Marketer

Adidas Meeting Takes Place in a Brand Locker Room

DB_Adidas2_2007 Ex
Brand: ADIDAS
Agency: HENRY V
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (B-TO-B)
Year: 2007

Adidas’s national sales meeting took on the aura of an NBA event with game-day elements such as the adidas interactive truck, event bouncers, a countdown clock, scalpers, pennants and cotton candy to set the tone. Tennis ace Andre Agassi kicked off the opening session with an inspirational speech.

On the “official” opening day, attendees (“team members”) passed through a stadium-like tunnel where Coach Rob was being interviewed by “ESPN.” They entered a “locker room” complete with benches, jerseys, signage and video displays, and learned it is half time and they are losing the game as Coach Rob reminded them “Impossible is Nothing” and outlined a plan to win the second half. Game sounds were pumped into the tunnel as the team exited with the core takeaway: “We have a lot of work to do, but we have a plan. Time to execute!”

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