Adidas rolls out campaign to push London 2012 adiZones sportinitiative.(adidas-Salomon AG)(Brief article).

Fun outdoor sports, originally uploaded by soanesmark.

Adidas is rolling out a grass roots digital and street marketing campaign in support of its adiZones initiative that aims to get young Londoners participating in sport.

As part of the brand's #100m investment in London 2012 as Official Sportswear Partner, it's creating five multi-sport outdoor venues for teens living across the five Olympic boroughs.

Urban lifestyle brand RWD will provide the online home for adiZones, aiming to generate awareness among its youth audience of 450,000 unique monthly users.

RWD will host home page takeovers and information on the venues, including video and picture galleries. Users will also be able to browse images of Adidas clothing.

To celebrate the initiative RWD visitors will be able to enter a competition to attend a secret concert featuring grime star Kano.

Gary Aspden, youth marketing consultant for Adidas, said, "All the partnerships Adidas has chosen to work with for this project are natural."

"We didn't just bring in a consultant to pick us out partners they might think are cool, we've had a relationship with both RWD and Kano since 2003, so doing a project like this with them was a natural progression."

RWD is also handling street promotions including a school and college tour, while other activity, including press, radio and on MySpace, will be rolled out over the next month.

Aspden added, "We wanted to stick our flag in the ground and make a bold statement about London 2012 and our support of getting kids actively doing sport."

AdiZones will open in Tower Hamlets, Hackney, Greenwich, Newham and Waltham Forest, offering free activities including football, tennis and gymnastics.

Earlier this year RWD sold a 22% stake of its business to BDP Media Group, which includes digital agency Attic Media and production house Shimmer Productions (nma 24 April).

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Source Citation
"Adidas rolls out campaign to push London 2012 adiZones sport initiative." New Media Age (2008): 4. Academic OneFile. Web. 21 Feb. 2010.
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