The three casual sportswear collections — unveiled at a gala event in Times Square — include the Essential Emblem, Pictogram and Mascot, are being supported by adidas’ ‘One year to go’ countdown.
The outdoor component, which precedes a deepening integrated communications strategy over the next year, involves almost 5,000 signatures from local Hong Kong athletes, politicians and dignitaries, celebrities and consumers, with the signatures making up the phrase, ‘Add oil’.
“The objective was really to show and enlist the support of Hong Kong people for the Hong Kong team and the Olympics itself, and we wanted to go one level further and get behind the team, giving the impression that there’s a little bit of the Olympics in all of us,” said Dave Thomas, adidas Hong Kong marketing manager.
The outdoor campaign is running in high traffic areas in the city, and is expected to run for the next few months.
