We will leverage the World Championships to promote the new Ultra Boost Running shoe through a number of local consumer activation events.”Īmong those will be a number of Boost running camps which will host track and field camps at key locations through the city and offer the opportunity to try different events like the pole vault and high jump, and also sample the new Ultra Boost Running shoe. “Our revolutionary Boost technology is a game changer for the industry. “Ultra Boost is the best running shoe we have ever made,” added Millar. Product promotion will also form a central pillar to adidas’ IAAF World Championships strategy.Īt the two previous editions in Daegu and Moscow, the company promoted their cutting edge adiZero and Energy Boost range of shoes and the recently launched Ultra Boost will be to the fore in Beijing. We plan on leveraging our sponsorship rights as the partner of the World Championships to demonstrate to consumers that adidas is the number one sports performance brand in the world.” Intimately involved with the IAAF “On the B2B (business-to-business) side, we will create a platform to showcase our brand with our most important business partners in China. To reach consumers, we will activate our sponsorship rights and position adidas as the number one sports performance brand in the world. “As a long–term partner of the IAAF, we have a multiple-angle strategy for the upcoming World Championships. “By partnering with the IAAF and sponsoring the World Championships, we are demonstrating and cementing our leadership in sports,” he added. “We have a proud heritage of sports and helping athletes maximise their performance,” said Millar. To be so closely associated with such a major global sporting event as the IAAF World Championships, Beijing 2015 has multiple benefits for adidas, according to Simon Millar, VP Marketing, Sport Performance & Sport Style, adidas China. The company known for their iconic 3-stripe logo will also gain a key presence as exclusive supplier of branded merchandise and will supply uniforms for the thousands of volunteers working at the championships. As official sportswear sponsor of the IAAF, expect adidas to have a very visible presence in both the Bird’s Nest Stadium and the surrounding city of Beijing during the forthcoming IAAF World Championships, which will be held in the Chinese capital from 22-30 August.Ī proud Official IAAF Partner since 2008, adidas will gain traction through its many contracts with some of the world’s leading athletes and its kit deals with a number of key IAAF Member Federations.
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