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Brief Published: 8 Aug 2012

Miadidas: Customised Olympic Footwear Promo


Tapping into the power of social media, German sportswear brand Adidas is creating a new pair of limited-edition trainers for each day of the London 2012 Olympic Games. Each pair will be inspired by “defining moments” of the Games, suggested by Adidas fans via Facebook.

The real-time art project, dubbed Miadidas Customisers, is an Olympic version of the brand’s existing Miadidas trainer-customisation platform. It invites consumers to suggest the best “all in” moment of the day on Adidas’ Facebook page.

A specially selected team of nine UK designers will then customise the shoes, working from the Adidas Olympic Lounge – a media space in the Westfield Stratford shopping centre, adjacent to the Olympic site. Designers include Kara Messina, creative director of streetwear brand Y’Oh; street artist and sustainable fashion pioneer Dr Noki; and props and accessories designer Fred Butler.

Some 34 pairs of shoes will be crafted over the 17 days of Olympic play. Each day, one pair will be given to the Olympic athlete whose moment inspired the design. The other pair will be awarded at random to one of the fans who suggested that day’s most outstanding moment.

Thomas van Schaik, Adidas’ global brand director, said: “The real-time element allows everyone to get involved by defining the key moments from this Olympic Games and seeing them captured immediately on a historic item that they can then have the chance to win.”

For more examples of how brands are successfully tapping into social media to engage with consumers, see the Play With Me section of our new Retail Industry Trend, Power of Play.

For additional information on the benefits of real-time initiatives, see our report, Real-time Retailing: Instant Info to Woo the Tech-Generation.

Look out for Stylus’ upcoming concept pack, Consumer Creators, for more on how brands are using their audiences’ creativity to boost prosperity.

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