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.