Adidas breaks adizero shoes launch campaign in Singapore

To launch its adizero range of lightweight shoes available in stores on 15 February, Adidas will roll out a Facebook game called Fast Arcade today.

The game rolls out regionally across Singapore, Malaysia, Thailand, Indonesia, Philippines and Vietnam with separate Facebook fan pages for each market.The game for Singapore can be accessed at Facebook.com/adidasSingapore.

"The new range of adizero shoes are lighter than ever, and if you're running lighter, you're running faster than ever before. The 'Fast Arcade' games pit our audience against the 'bosses' of yesteryear in basketball, football, running and tennis. They might have been legends of their era, but they never had the advantage of adizero shoes, that today's young athletes have," said Craig Mapleston, managing director of iris Singapore, the agency responsible for the creative.

The online game is targeted at audiences aged 14 to 19 years through gaming as one of their key passions. Players who get the highest score possible can win arcade tokens to receive cash vouchers off their next purchase when they buy a pair of adizero shoes. Players will get the vouchers after they buy a pair of adizero shoes, hence only redeemable for the second purchase.

"The adizero 'Fast Arcade' ties in nicely with our key message of 'light makes fast'," said Marcus Chew, Adidas senior brand manager and sports marketing, Southeast Asia.

In addition to online, the adizero campaign will also be launched across print and outdoor in Singapore from 15 February, and will run until 8 March.