Adidas builds Olympics into custom shoes

Adidas is launching a social media campaign that invites sports fans to nominate their favourite moments from the Games and have the opportunity to win a pair of Olympic-themed customised Adidas shoes.

The activity has been designed to celebrate the Games by incorporating physical objects from the Olympic Park in Stratford into 41 pairs of customised Adidas shoes.

The sports brand will customise a pair of Adidas training shoes every day throughout the Olympics and Paralympics using things such as badminton shuttlecocks, tennis balls, basketballs and sand from the jumping pit in a bid to represent the highlights of the day’s sporting events.

Adidas calls the activity a “real-time art project” that aims to “unite the most passionate artists, athletes and fans from around the world … and embody the London 2012 Olympic Games”.

The activity, under the ‘Adidas All In’ banner asks sports fans to nominate their favourite moment from each day’s events via Facebook for a chance to win one of the pairs of shoes.

The artists customising shoes from the park include shoe customiser Nash Money, accessories designer Fred Butler and street artist Dr Noki.

Thomas van Schaik, global brand director of Adidas, says: “London is a creative city with some excellent emerging artists who can help put their unique spin on our Adidas footwear. The real‐time element allows everyone to get involved by defining the key moments from this Olympic Games and seeing them captured immediately on a historic item that they can then have the chance to win.”

Adidas works with Iris Worldwide on digital activity.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here