Steven Gerrard to front sports drive

Adidas brand ambassadors Steven Gerrard and Paralympic bronze medallist John McFall are to front its “biggest ever” sports participation initiative, “adiStars”.

The initiative is a digitally based sports challenge, hosted at and created by Olympic ad agency McCann Erickson, that taps into gaming culture and encourages teenagers to participate in sporting activity to win rewards.

Users can win exclusive prizes such as meeting David Beckham in LA, having Steven Gerrard take a football class at your school or learn how to sprint the final straight with Olympic gold medallist Christine Ohurougu.

To drive the programme amongst young people, adidas has partnered with the Youth Sport Trust (YST) as a presenting partner of the Young Ambassador Programme.

Nick Craggs, marketing director for adidas UK, says: “adidas created adiStars as part of our pledge to inspire participation in sport in the lead up to London 2012. The adiStars programme compliments our existing community participation initiative – adiZones, and we hope that together they will help create a legacy of sports participation around London 2012 and beyond.”

AdiStars is the second legacy project developed by adidas as part of their pledge to inspire and increase participation in sport and create a legacy from the London 2012 Games.

Launched in 2008 and built to “inspire sporting activity in local communities” across the UK, adiZones are giant multi-sport outdoor venues that are free to use for the local community. There are now 36 adiZones around the country with 50 expected by the end of the year.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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