adidas
Breaking world fitness records in the heart of Downtown Dubai.
RETAIL / EXPERIENTIAL / UX/UI DESIGN / ACTIVATIONS
THE CHALLENGE
adidas, in collaboration with Les Mills and Dubai Fitness Challenge, were gearing up to set multiple world record challenges for group fitness towards the end of 2023. They needed a strong and impactful retail expression that would both raise awareness of the event, and drive competition sign-ups.
THE SOLUTION
With the event occurring on Dubai’s iconic Sheikh Zayed Road, we opted to bring the physicality of the road into the stores themselves - creating an immersive installation that heroed iconic landmarks and buildings of the Dubai skyline, combined with a visual language that encouraged participation through motivational street sign slang, dynamic in-store photo opps and a sense of urban energy.
“adidas and Les Mills made history on Sunday by achieving an official Guinness World Records title for the most nationalities in a high-intensity interval training class.
The event, which took place on the UAE city’s Sheikh Zayed Road during the seventh Dubai Fitness Challenge, saw 55 nationalities participate in a workout session guided by Les Mills’ global presenters, including Ben Main, Caley Jack, and Kaylah Blayr, and powered by adidas’ training wear.”
– Arab News
