Adidas ignites national pride for Chinese athletes with freebie campaign

As part of the 360-degree adiBand campaign, POS, OOH advertising, and digital executions are in play from today until 12 August.

The adiBand is a wristband that functions as an outward expression for Chinese locals of their solidarity pledge for their favourite athletes. Designed exclusively for the market in China’s national colors of red and yellow, the adiBand features an image of a powerful and majestic dragon to represent China’s national spirit.

The adiBands will be available free at select Adidas retail stores across China. By registering the lucky draw code on the inner side of the band at www.chinaisallin.com, consumers can participate in an online interactive contest to win Adidas prizes.

The campaign was endorsed at a launch event yesterday by actresses Fan Bingbing and Yao Chen, Miss World Zhang Zilin, former world diving champion Tian Liang and former China women's national volleyball team members Zhao Ruirui and Yang Hao—who are also Adidas’ brand ambassadors.

At the event, attention was brought to the brand's efforts in CSR outreach and disaster relief efforts. Examples include the company's reaction to the Wenchuan earthquake, when Adidas staff volunteered to help children learn about and participate in sports through its “adidas Right to Play Child Development Program”, which targets rural child development in Shaanxi.

Recent partnerships with non-profit organisations Half the Sky Foundation and Champions Foundation were also established, with tailor-made programs utilising sports as a tool for social change for disabled children in China.