Here to Create
To capitalise on the growing demand for athleisure, adidas launched their new ‘Here to Create’ range at Very. adidas and Very identified an opportunity to use the launch to engage young females, with a focus on London. However, we needed to do it in a way that united adidas’ product proposition with Very’s brand message of ‘#EverydayLifeGoals’.
The creative strategy
From Gym to Gin and Class to Coffee.
We brought this proposition to life by creating a two day experiential event hosted in Shoreditch Bike Sheds - a first for Very.
We created different immersive zones that blended exercise with socialising to show the versatility of the range, and invited a total of 440 Very customers, influencers, and celebrities to explore them seamlessly.
Throughout the day guests could take part in a range of classes in the Fitness Zone, led by adidas instructors and incorporating mixed-reality via projectors. Afterwards, guests could enter the Refreshment Zone and chill out with a choice of drinks - from gin making to speciality tea, hosted by Positivitea. Next, they could enter the Wardrobe Zone to interact with the product range and get a bra fitting. Finally, they could dance the night away thanks to our female DJ.
Content from the event was leveraged across a mix of pre, during, and post event media channel activations, ensuring we successfully delivered awareness and sales alongside engagement.
In a world that is constantly on-the-go and obsessed with overachievement, our strategy was to make staying active feel more obtainable and manageable by championing the importance of small achievements and inspiring Miss Very to set her own #EverydayLifeGoals with Very and adidas.
We also wanted to demonstrate how the new range allowed a seamless and stylish transition between all of the everyday moments in her life.