adidas fly away show

INSPIRATES Adidas - FLY AWAY SHOW

> Event concept

>Pre-event & communication – Generating awareness

– Involving stores

– Connecting offline to online

>Main event – Involvement during the day

– Amazement at night

>Event mechanics – Locations

– Timing

– Budgeting

– Key advantages

Adidas - FLY AWAY SHOW INSPIRATES


• Technology + Lightness = Flying!

– Extraordinary Flying Fashion

Show

– Personal Flying Experience

• 10 Cities

• Young People

• Unique experience

• What: Flash video projections on the facades of the

buildings

• Where: Streets and squares of the event city

• Why: To raise awareness


The “flying man” balloon:

• Tied to trees, poles in parks where

young people gather

• Purpose: to promote the “Fly away!”

show and to attract attention to the

flying experience


The “flying shoes” balloon:

• Tied to the hands of statues around the

city

• Purpose: to express the lightness of the

new shoes and to give a sneak-peak of

their look

• “Flying people” photo contest

– Get a VIP PASS and win a unique experience in the wind tunnel


VIP PASS

• Special designed shop window

• The flying pictures will be uploaded on the website

• People will be able to vote for them (Likes and Comments available)

• The 50 people with the greater amount of likes will receive the invitation card to try the tunnel

• The website will be connected to the Facebook page

• Before the event the website will be used as a countdown for each city


Event microsite

www.adidasflyawayshow.it

Facebook page

www.facebook.com/

adidasflyawayshow

http://www.adidasflyawayshow.it/

http://www.facebook.com/

http://www.facebook.com/

• Flying fashion show in the city center!


• Afternoon and evening activity

– Wind tunnel

– Concert stage

– Fly Away bar

• Warm-up:

– Music & video projections

– Host announcing the program

• Flying experience:

– Introduction: an acrobatic show by trained stunts

– Wind tunnel trials: 50 winners/location

• Memorabilia: video recording of trials given to participants

• Alternative activities in the stage section:

– Entertaining performances connected to the idea of lightness/flying

– Concerts by smaller local bands


• Harmony of movements, music, colors and lights (laser elements)

• Performed by trained stunts and models

• Flying fashion show in the wind tunnel based on three themes

– Lightness

– Technology

– Lightness meets Technology

• At the end of each theme: models walk along the catwalk to give a closer look at the shoes

• After the show: party with DJs


Adidas - FLY AWAY SHOW

Lightness Technology

INSPIRATES

Lightness meets Technology

Key considerations:

• Average age

• Universities

• Big square

• Adidas Originals stores

• Financial stability

• Fashion trends

• Lifestyle


INSPIRATES

Cagliari, Bastione Saint Remy,

23 March 2013

Roma, Piazza del Popolo,

20 April 2013

Palermo, Piazza Politeama,

30 March 2013

Lecce, Piazza Duomo,

6 April 2013

Napoli, Piazza del Plebiscito,

13 April 2013

Beaches Nightlife

History Youngsters

Cultural life


Torino, Piazza Vittorio Veneto,

18 May 2013

INSPIRATES

Riccione, Piazzale Roma,

27 April 2013

Bologna, Piazza Maggiore,

4 May 2013

Verona, Piazza Bra,

11 May 2013 Milano, Piazza del Duomo,

25 May 2013

College city

Wealth

Liberty Fashion capital

Tourists’ spot


February March April May

Saturday 23rd Fly away show in Cagliari

from Thursday (7th March) to Monday (11th March): photo shoots in stores

from Tuesday (12th March) to Wednesday (20th March): voting (photo contest)

from Thursday (28th Feb) to Saturday (2nd March): projections on buildings

Saturday night (2nd March): placement of balloons in parks & on statues (kick-off of the balloon project)

from Sunday (3rd March) to Wednesday (6th March): distribution of balloons throughout the city

30/03

6/04

13/04

20/04

27/04

4/05

11/05

18/05

25/05


Activity Amount (€) Description

billboards 200 000,00

projections 120 000,00 3.000,00/night x 40 days

balloons 50 000,00 1€ each x 50000

photo shooting 40 000,00 2000€/week + 2 weeks in 10 cities

invitations 60,00

website 5 000,00

promoters 1 600,00 8€/h x 5h x 40 days

tunnel rental for 3

months

93 000,00 since we need the tunnel for ca. 67 days, the

actual fee can even be lower

transportation & other

costs

50 000,00

Total 559 660,00


• Key consideration: the cost of the wind tunnel

‒ Based on price quotations from Aerodium it fits within our budget

• Our budget of €700.000 can be kept based on the estimations of the main cost elements


Central squares, active participation Cool! attracts young people

3 months of visibility, 10 days of a special event, long-term memory

Event never done before

Elitsa Kamburova – [email protected]

Irene Beretta – [email protected]

Irina Ghiurova – [email protected]

Xi Jin – [email protected]

Zsanett Andresin – [email protected]

Zuzana Petrankova – [email protected]


mailto:[email protected]










adidas fly away show

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