Training is one of Adidas's key product categories. It delivers professional sportswear design quality and attract customers with the promise of "Performance". To support the launch of its SS10 training collection – Climacool, a fitness course (zone cycling) was developed to penetrate into gyms and fitness clubs for engaging target consumers. The agency was invited by Adidas to develop a campaign concept (leveraging the fitness program) that builds authenticity, engages participants and to design a range of ambient point-of-sales items to maximize product awareness and experience.
Playing with the fitness course (zone cycling) and the positioning of Climacool, a campaign concept riding on the National Cycling Championship with a reward mechanism was developed. The program rolled-out to 25 Adidas partner gyms across China from April 2011.