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adidas appoints WRG to build its unprecedented Sports Base in the heart of Hong Kong.

adidas ports Base in the heart of Hong Kong
adidas have teamed up with WRG to create a unique sports hub in Hong Kong to encourage young people to take up sport this summer. In an uprecedented event, adidas and WRG have created a sports venue set against the backdrop of the iconic Hong Kong skyline, offering a range of activities for young people.

Comprised of a full-sized basketball court and football pitch, the adidas Sports Base gives young people the chance to try football, basketball, fitness training, yoga and running as part of the adidas “Boost Your Summer” 2015 programme.

The adidas Sports Base will also see the launch of new lines from adidas, endorsed by appearances from global sporting icons, kicking off with adidas NBA superstar Jeremy Lin.  

The Charlotte Hornets and former LA Lakers player launched the adidas Sports Base on 1 July, unveiling the new adidas Crazylight Boost basketball shoes, in a series of play-offs and basketball challenges with young sports fans.   

The adidas Sports Base officially opened to the public on 2 July to overwhelming demand and will run for six weeks.  

Rina Ho, Brand Director for adidas Hong Kong said: “Our purpose was to create a new experience and opportunity for Hong Kong to promote sports, especially for young people during their summer holidays. WRG was appointed as we needed a strong and experienced agency partner who believe in the same purpose and work closely with us to overcome challenges and explore new territories together.”

The Boost Your Summer 2015 programme features a series of competitions at the adidas Sports Base: the football adidas Cup 2015, adidas 2V2 #BeTheDifference, adidas Streetball Challenge 2015, Streetball Academy championship and Fitness Challenge. Some tournament winners will be invited to represent Hong Kong at the adidas final competition in China.  

Open between 7am and 11pm daily and with a variety of free recreational activities such as yoga, fitness, running, training workshops, hi-technology smartball trials and shooting games, the adidas Sports Base is designed to encourage young people to get involved in sport.  

Beatrice Remy, Managing Director, Asia for WRG added: “There is a good strategic fit between both parties as WRG’s mission is to Create Unforgettable with a new perspective, to achieve the best impact and ROI for our client's brand campaigns and events. Our event concept, all the way through delivery, fully supports adidas’ strategy and purpose.”

This event is a demonstration of how WRG fits the needs of the ever-changing communication industry with innovative, robust and holistic event strategies.

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