ABOUT THE PROJECT
Stepping into the future of fitness
In collaboration with Adidas, we launched an innovative activation at the highly anticipated Les Mills Live Riyadh. Making its first-ever appearance in the Middle East, this premier global fitness festival took place on November 30 at The Arena in Riyadh, poised to become the largest fitness event the region has ever seen.
CHALLENGE
The challenge was to create an innovative and immersive activation at Les Mills Live Riyadh, to highlight Adidas’ commitment to physical and mental wellness. This required showcasing innovation and inclusivity all whilst engaging a diverse audience in a meaningful and memorable way.
OUR IMPACT
- 00k
- attendees in total
- 0%
- Female attendance
- 000k
- Adidas made in EUR sales (more than their recent Madrid event)
- 0
- pairs of the new shoes that launched on the day was sold (that’s nearly 50% of the available stock)
THE OUTCOME
Innovative product showcase and interactive experiences
Imagination and Adidas introduced the RAPIDMOVE ADV 2 activation, a cutting-edge experience centred on agility and stability. Featuring a reactive light-up floor grid, the activation highlighted Adidas’ Torsion System technology through an engaging challenge for participants. Additionally, attendees explored an extensive retail experience with personalised product customisation, Adiclub membership perks, and interactive product trial zones for both Men and Women, enhancing engagement and connection with the brand.
Empowering inclusivity and community engagement
The Her Zone offered a unique space for women, providing private training sessions, relaxation lounges, and networking opportunities in a supportive environment. This focus on inclusivity underscored Adidas’ dedication to empowering women in fitness. Combined with signature workout sessions led by world-class trainers, the activation successfully blended innovation, motivation, and community, leaving a lasting impact on all attendees.
It has been an absolute pleasure collaborating with Adidas on this exciting activation at Les Mills Live Riyadh, a milestone event for the Middle East. The innovative approach and shared vision for creating exceptional experiences in fitness and wellness have been truly inspiring. We look forward to building on this success and exploring more opportunities to partner on delivering impactful moments in the region.
Abdullah Hamad AlOshaiwan General Manager, Imagination Middle East
VALUE
For the audience
Guests experienced Adidas’ innovation through the RAPIDMOVE ADV 2 activation, exclusive product access, and interactive trial zones. The Her Zone empowered women with private training, relaxation spaces, and networking, while world-class workouts fostered motivation and community engagement.
For the brand
The activation was highly valuable for Adidas, showcasing their commitment to fitness innovation and inclusivity to 1,300 engaged attendees, 71% of whom were female—a key demographic for the brand. The RAPIDMOVE ADV 2 activation drove strong product engagement and sales, clearing just under 50% of the stock available. Adidas also achieved +€30,000 in sales, outperforming their recent Madrid event, proving strong market demand and consumer trust.
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