Adidas re-established itself as a leader for sports in Asia with the grand re-opening of it’s ADIDAS SANLITUN BRAND CENTER. A Sanlitunlandmark for ten years, the brand center was completely redesigned for it’s ten-year anniversary. The opening ceremony and world cup celebration called on creators to join together. The first stadium concept store of it’s kind in China combines retail with creative sports experiences in the heart of Beijing. Liquid Impact was called on to serve as lead agency for the landmark opening ceremony that integrated Adidas’s most recognizable spokesperson, David Beckham, into the launch and activations.
As lead agency, Liquid Impact handled event planning, production, design, execution, and third party communication and management. In addition to coordinating with PR and digital agencies, Liquid Impact was responsible for communication with security, PSB, and SWIRE as well as celebrity logistics.
The event presented some challenges relating to the large-volume of traffic, scale of event, time constraints, nature of the public space used, and limited lead time. Overcoming all possible challenges and security and safety concerns, Liquid Impact successfully executed a smooth running event that exceeded client expectations. With only half a day to set-up and rehearse, we were able to prepare and execute the event without disrupting the normal operation of the brand center and Sanlitunfoot-traffic.
The event included a dynamic fashion show with custom created music and video, projection mapping onto the entire façade of the brand center with custom video, in-store activations that included celebrity appearances and media interviews, digital activations in the plaza, and the construction of a giant football installation. Liquid Impact was able to achieve all of this with only 1 month’s lead time from acceptance of project to event day while still remaining flexible and adapting to ever-changing client needs. The event was a great success that garnered significant attention both online and offline.
