adiClub X SPEEDCAMP activation

adidas released their new speed boot (X SPEEDPORTAL) in July 2022, and to activate this product to our global membership audience, we ran an in app raffle that gave 18 guests the chance to come and experience a football camp at adidas HQ where they would experience first hand how important speed is in football. For those in Berlin, we executed a specific in store activation, where to sign up, members had to run a certain speed, and kick a ball into a goal at a certain speed to get into a separate sign up ballot that had a greater chance to win the final experience. After leading the RFP to win this business, I led an agency team of 6 to plan and execute this activation all the way from in app digital sign up for our consumers, to the moment they left adidas HQ after the event. Following the successful in app sign up and in store sign up activations, we executed the raffles and had our final list of 18 guests. After organizing each guests travel, accommodation and outfits for the 3 day camp, we welcomed them on campus to enjoy a packed agenda including training sessions with German champions Bayern Munich, product workshops, speed training, football VR sessions and much more. Being the lead project manager on the event, I was able to work with many teams in adidas including: SPOMA, local markets, football BU, FC Bayern, content teams, planning teams, influencer teams to name a few. The activation was a complete success with each guest confirming in feedback that we had nailed the 'money can’t buy experience' which is our overall aim for all our membership events.