Adidas shakes up regional meeting

Challenges The event had previously been held in Macau for many years and managed by the same internal stakeholder. This event was different as it was being held in Singapore for the first time with a new internal team and event agency. "We were all learning about the event and each other for the first time," says an adidas spokesperson. The Raffles City Convention Centre was the chosen venue because there were enough breakout rooms, but more importantly because adidas could create a stadium-style plenary session with raked seating and a 15m-wide projection screen. The biggest challenge was that there was only a one-day set-up available so the crews worked round the clock with rehearsals happening off-site. All the elements had to join together for the first time on the morning of the show, so there was no room for error. The retail store was built in the convention foyer and this had to be an exact replica of the real thing. "With no time to set up before the show, we negotiated a set up four days before with panels built around the area," says the spokesperson. Building work was only allowed between midnight and 6am. Execution The theme was centred on leadership and speakers included Annabel Bond, Everest conqueror, Ian Thorpe, Olympic gold medallist and world-record holder, Nadia Comaneci, Olympic gold medallist and the first gymnast to ever receive a 'perfect ten' from the judges, and the coach and captain of the All Blacks rugby team. The meeting included a welcome reception, daytime plenaries, breakout sessions, fashion shows of the 2007 collections, retail showcases, an awards ceremony and brand party at Singapore nightclub Zouk. The fashion shows were orchestrated in the form of sports performances with models wearing the relevant clothing. For example, boxing outfits were worn when the image of Muhammad Ali appeared on the big screen. There was also a plenary session on the 2008 Beijing Olympic Games. Verdict "The event was a great success with Singapore, adidas and Jack Morton all working well together well to create a new experience for the delegates," says a spokesperson for adidas. Following the event JMW was announced as the partner for adidas RMM 2007. Charles Calthrop