Events from Adidas’ Republic of Sports in China have reportedly been livestreamed by more than 92m people.
The Republic of Sports, now in its second year, aims to showcase the Adidas brand through activities such as football matches, basketball competitions, fitness classes, interactive experiences, and retail activations.
99 per cent of registrations for the events are said to have come via digital platforms, recruiting 400,000 new members to the brand’s adiClub program in the process.
“As a leading global sports brand and one of the most preferred, and fastest growing sports brands in China, Adidas encourages everyone to get involved in sports and reap the benefits that sports will bring,” Marc Le Roux, SVP and brand director for Adidas Greater China, told The Drum.
“Through the Republic of Sports, we want to promote ‘Creativity in Sports’. We believe that through creativity, we have the power to change lives.
“Activations like Republic of Sports that encourage more and more people to get involved in sport and discover their true potential play a very big role in that and contribute to Adidas’ overall mission of establishing an authentic legacy of sport in China.”