This Halloween we ditched our fancy dress costumes for the striking new statement collection from adidas as we helped them to launch their latest women’s training kit, inspired by adidas’ network of female creators including Dua Lipa, Shay Mitchell, Karlie Kloss, Hannah Bronfman and Garbiñe Muguruza.
A series of workouts (Yoga, Boxing, HIIT) took place throughout the day before culminating with an intimate performance with none other than the most streamed female artist in the world…Dua Lipa.
The event, which was open to the public on a first come basis took place at the Bike Shed in Old Street. We took over the space and hosted 30 media and influencers for an evening of workouts, kit personalisation, food, cocktails and of course Dua.
Each journalist and influencer was gifted with the full kit ahead of the event, we then set up various points within the space to encourage guests to create their own content, with a view to them sharing it on Instagram. We also had our own photographer take professional shots of everyone to be packaged up and shared as a follow up the next day.
The result … Over 130 pieces of social coverage were secured with a staggering reach of over 2m, all featuring the new statement collection. Editorial hits included Women’s Health Online, Mail Online, Metro Online, Metro Print, DOSE and Coach Mag, with others secured to land later this month.
